Design Semiotics

Design translates brand meaning into brand experiences.

Design semiotics not only enhances the brand touch point – be it packaging, retailing, or Internet design It reinforces the brand message and strengthens consumer engagement with the brand world. We begin by aligning design elements with the brand message, the culture of consumers, and category trends.

Retail Design and Rebranding

Semiotics takes stock of the visual codes and traffic patterns that structure consumer experiences in the store. These codes and patterns influence consumers’ brand perceptions, their relationship to the brand, and even their menu choices.

Pizza Theater at Domino’s.

Dominos-Pick-Up-Counter

Domino’s

Marketing Semiotics developed a design strategy for Domino’s rebranding and redesign initiatives based upon theater semiotics. The strategy also calls for integrating the physical and digital spaces of retailing in a multi-media service experience. Domino’s rolled out their “Pizza Theater” concept stores nationwide in 2013. To read more about theater semiotics and servicescape design, see chapter 6 of Oswald’s book, Marketing Semiotics.

Restaurant-Notes-Logo
seattletimeslogo_inside_pulitzer
la-times-footer

New Product Development

Coffee-Mate™ Natural Bliss.

 

A New Natural Coffee Mate

Packaging not only protects products from spoilage. It is a surface for communicating the brand’s perceived quality, unique message, and its relationship to consumers. Successful, appealing packaging is both functional and attractive, inviting consumers to touch, pick, and open the pack the way they open a gift. This principle is responsible for guiding our successful packaging design concepts for products ranging to the most luxurious, such as perfume, to the most mundane products, from coffee creamers to toothpaste.

Marketing Semiotics created concepts for new product development and package design for Nestlé, based upon a semiotic study of meanings in the marketplace. The result was a new “Natural” brand extension of the popular CoffeeMate™ brand, named CoffeeMate Natural Bliss™.

Fast Food Service

Merchandising Strategy at McDonald’s

McDonald’s.

Semiotics takes stock of the visual codes and traffic patterns that structure consumer experiences in the store. These codes and patterns influence consumers’ brand perceptions, their relationship to the brand, and even their menu choices.

Marketing Semiotics identified strategies for improving the the consumer interface with McDonald’s service sites worldwide. The study shows that design matters, because it can influence consumer perceptions of the brand, new product trial , and the decision to purchase in the fast food sector.

Package Design

A Taste of Italy

Barilla

Marketing Semiotics developed the package design strategy for Barilla’s Taste of Italy complete pasta meal by anchoring research in the semiotics of the product category, the culture of consumers, and the brand’s legacy for fresh, authentic, easy to prepare Italian American cuisine. Working with design experts, Marketing Semiotics tested and refined concepts with consumers.