What does your wine label mean to consumers? A semiotic investigation of Bordeaux wine visual codes

摘要

A large body of research has shown that the graphic design of a package influences the perception of the corresponding product and brand. Marketing as well as semiotics literature have therefore acknowledged for a long time that the graphic design of a package is a critical tool for managers to use to communicate about their brands. Yet, the concern remains for managers to understand how the visual aspect of a package does indeed produce the desired meanings among consumers. More research is still needed to provide concrete guidelines on this topic, despite the several studies that have recently contributed to fill this gap.