A Case of Beer: A study to determine if the visual design elements of Ontario craft beer packaging communicate their unique flavour profiles

摘要

The North American craft beer industry is expanding at a rapid pace. Revenue growth has been at, or near, the double-digit mark since 2009, while the overall beer industry's sales have remained stagnant. The Ontario Craft Brewers Association (OCB) represents over 60 craft breweries across the province of Ontario, declaring the slogan: "Taste. The difference." This research project examines whether or not the unique flavour profiles that differentiate craft beers from their competitors are effectively communicated through the products' packaging, as decoded by target consumers. The current literature on branding, graphic design, and semiotics in the food and beverage industry has not adequately addressed craft beer packaging in this context. This project seeks to address the aspects of visual communication in packaging (typography, colour and imagery] and their effectiveness in connecting to the flavours of Ontario craft beers. Through data gathered by questionnaires distributed to a convenience sample of consumers, this research provides insight to graphic designers and craft beer brand champions as to whether or not their main competitive advantage is effectively communicated. Ultimately, consumers may be able to taste the difference, but this research determines whether or not they are able to see the difference.