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Semio Research

Evaluating how well your packaging conveys your positioning

Analyzing the packaging signifiers

Your agency developed several packaging channels.

Before submitting them to consumers through qualitative and/or quantitative testing, you would like to:
 

• Evaluate how well each option conveys your brand and product positioning through the graphical signals it uses.
• Identify the room for improvement to maximize the chance for success in consumer approval tests.

Our Semio approach

From analyzing each signifier to the overall relevance of each packaging channel
Semio Research analyzes a semiotic for each kind of packaging by decoding each signifier in detail as follows:

• individually,,
• as they relate to the other packaging elements,
• as compared with competitors' packaging.
  

Each signal is analyzed in different registers of expression to get a clear diagnosis of the overall relevance of each packaging option.

Results

• The packaging options are ranked by their ability to give off a message that fits the chosen positioning.

• The strengths and weaknesses of each packaging option are identified in relation to the desired positioning and the competitive environment.

• A detailed diagnosis about the potential for understanding and capturing interest compared with the signals used and the graphical structure implemented.

The advantages of our approach

• The first truly scientific approach to semiotic analysis of consumer goods packaging.

• Recommendations for improvement that are clearly stated and in operational language.

• Our packaging expertise.