One Size Fits All
Semiotic research in FMCG
In line with a portfolio-relaunch, an international chocolate manufacturer decided to design an over-arching packaging, common to their whole range. GIM’s semiotic research study generated qualitative findings on packaging design calculated to inspire a high level of brand recognition for different product categories.
GIM had to provide the foundations for the packaging design, a design which had to fulfill several criteria at once. It had to be unique, it had to guarantee a high level of brand recognition, it had to fit well with the brand core and also had to be suitable for using across the client’s spectrum of products (e.g. chocolate bars, large and small, chocolates, etc.)
GIM’s experts approached the task semiotically. GIM analyzed the symbolic content of our client’s packaging across the assortment of products and that of the competition. It was vital to research what brands, categories and product values were communicated by the packaging, e.g. via imagery, symbols, claims or indeed, with the help of those tools. GIM semiotic experts used a tested analysis-grid as the methodical foundation.
To avoid testing opinion of just the proposed packaging instead of the complete genesis of a certain packaging, GIM also analyzed older product packaging. In addition, they investigated whether and if so, to what extent, the packaging efficiently communicated the specific market positioning within the various categories, e.g. chocolates as an exclusive product, the chocolate bar as an everyday snack. Finally, GIM had to investigate possible packaging solutions and ideas based on the information they had gathered.
GIM’s in-depth analysis of the packaging’s content and associations on several levels delivered a reliable qualitative foundation on which to base the development of their over-arching packaging design, while observing category-specific requirements.