Green Marketing on the Go: A Cup of Coffee Opening Up Vistas on a Train Journey

Wagner, Karin

doi:10.2752/175145212x13330132507022

Cited by 2 publications

(2 citation statements)

References 35 publications

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“…However, in many cases, graphic and stylistic elements are used to create some kind of desirable product image that does not necessarily agree with reality and that mainly serves to seduce potential customers to buy the product. For instance, although a product may be extensively and industrially processed, its packaging may display a nostalgic landscape (Wagner 2012), hence suggesting that the product has been prepared in a traditional and hand-crafted manner (e.g. Orth and Gal 2014).…”

Section: The Functions Of Food Packagingmentioning

confidence: 99%

Perspectives on food packaging design

Maffei¹,

Schifferstein²

2017

International Journal of Food Design

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This special issue seeks to provide a snapshot of current scholarship on food packaging design across a range of disciplines (history, linguistics, perception, marketing and design), engaging in a variety of methodologies. A special issue of this nature is particularly needed as packaging has been widely under-represented as a subject of serious attention, whether in national libraries, major design surveys or much academic scholarship, particularly in the humanities. Beyond introducing the collected articles of the special issue, this editorial article reviews existing studies of packaging across a range of disciplines. These studies have contributed to our understanding of food packaging design and provide a useful analytical tool box. The final section will introduce the articles that make up the sSpecial issue and discuss their contribution to the nascent scholarship of food packaging. Establishing the gap in scholarship In Thomas Hine's history of packaging, The Total Package (1995), he writes of the paradox of packaging's simultaneous centrality and neglect in contemporary life. He observes that despite its pervasiveness, 'it flies beneath nearly everyone's analytical radar'. Noting that people only pay attention to it when there is a problem: when a container will not open or when it pollutes. In Hine's useful bibliographic essay, 'Sources and Further Reading', he observes a similar lacuna in the nontechnical scholarship on the subject. Although Hine made this point more than two decades ago, this lack persists and is borne out by searches across scholarship from the social sciences, humanities and design history. While one would expect to find packaging prominently featured in design and graphic design history surveys, its inclusion is sparse and sometimes non-existent, while other design practices, including advertising, book and poster design, are extensively addressed (Table 1). In an article evidencing the neglect of packaging in academic scholarship, 'Packaging of identity and identifiable packages' (Chatterjee 2007), the author outlines an exhaustive range of scholarly investigations of consumer-commodity relations in which a 'nuanced analysis of product packaging is largely missing', including those on retailing (Cook and Crang 1996), race, class and gender (Thomas and Treiber 2000;

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Section: The Functions Of Food Packagingmentioning

confidence: 99%

Perspectives on food packaging design

Maffei¹,

Schifferstein²

2017

International Journal of Food Design

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“…These contributions have been made by linguists and are consequently rather centred around language and text. As my background is in art history and visual studies, my own research has focused on packaging as part of visual culture, the relationship between the tactile and visual dimension of packaging and how packaging can be seen as an actor in a retailing context (Wagner, 2012, 2013a, 2013b).…”

Section: Introductionmentioning

confidence: 99%

Reading packages: social semiotics on the shelf

Wagner

2015

Visual Communication

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Packaging is surrounded by many restrictions and at the same time is the subject of much innovative design solutions. It is an area that offers rich material for studying how signs and codes are transformed and generate new meanings. The purpose of this article is to show how semiosis is enacted in food packaging and to discuss the semiotic resources involved. Three topics are analysed: how greenwashing can be achieved with the help of graphic design, how symbols, icons and barcodes are used for communication and how the closure of beverage packages can convey meaning. The analyses show that making pastiches of or tweaking required information like ingredients lists, recycling symbols and barcodes can add another level of meaning to such information and make them useful for marketing purposes. The article further shows that a material resource like closure is a semiotic resource with as much potential as graphic design.

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Green Marketing on the Go: A Cup of Coffee Opening Up Vistas on a Train Journey

Cited by 2 publications

References 35 publications

Perspectives on food packaging design

Perspectives on food packaging design

Reading packages: social semiotics on the shelf

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