Currently, packaging needs to communicate material and immaterial qualities of food, linked to the satisfaction of nutritional, psychological and cultural needs of consumers. For this, the design builds complex discourses, associating verbal and visual language. In Brazil, with the standardization of packaging formats and the growing variety of products, the importance of color in visual communication has expanded. This research aims to explain the system of color meanings in food packaging sold in Brazil, and demonstrate that the color of designs reflects ideological and cultural concepts of contemporary society. An empirical study was conducted, with a qualitative approach, in which the colors of 612 food packages were analyzed. The analysis tools come from semiology/semiotics. The results show that colors played three semiotic functions: (1) showing the color of the food (iconic function), (2) signaling objective characteristics of the products (indicative function), and (3) representing psychological and cultural qualities (symbolic function). It was found that the system of color meanings in the food packaging is organized based on color attributes (hue, lightness and chroma), through differences and oppositions. It is concluded that, in Brazil, the colors of food packaging reflect the heterogeneity of the consumption groups—such as white for the “healthy” people, black for the “refined”, pink for “women”, green for the “ecological”—and, in this sense, they work as identity markers.

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Purpose – This study aims to identify the reasons for entering into alliances, as well as the main factors that influence these relationships in the hospitality industry. Design/methodology/approach – A multiple case study approach, with four hotels in Portugal as its subject, has been used for evaluation of hospitality alliances. As data-collecting instruments, interviews and documentary analysis were used. Findings – The paper found that two main factorsz emerged (structural and process factors) as influencing the formation and development of alliances in the field of hospitality. The empirical evidence also provides insight into the sources of advantage that alliances can address in hospitality firms' challenges. Practical implications – Based on the principal results, this investigation also suggests some guidelines to bear in mind when creating and maintaining an alliance in the hospitality sector. This study shows that regional tourism development is normally expressed in economic terms, as the value of that region. This development depends on social, political and cultural aspects to be a tool of successful regional development, but for this to take place, it is necessary to form alliances in this specific sector. Originality/value – The study contributes to advancing theory in the field of strategic alliances. More precisely, this study is associated with the creation of a theoretical framework that shows the reasons and influencing factors (of structure and process) in alliance formation in the hospitality industry. This framework can help the different managers and other actors involved in alliances in the hotel segment, in their strategic decision-making processes.