A Semiotic Approach to Packaging.

3. A health conscious, young woman‟s posture indicates
Motion motion. She emerges onto our sight from left to reinforce
the motion she is in.
Her smile and he motion indicate her comfort and ease as
well health. Her gaze is distant and as we follow the path
Health & of her gaze we, gaze upon the apple shots. The fruits
Freshness have sprinkles water on them connoting freshness and a
white Apple slice is shown again reinforce the Fruit
quality.
Her posture of motion and facial expression cue positive
Positive &
attitude. She is looks shorter than the Viewer, because of
Approachable the camera angle making her look approachable.
The “Active” logo, signifies activity and energy, both
represented in the her posture. A viewer‟s eye would fall
Energy & on “Active” first and descends to her. The word “Active”
Activity provides the codes to read the rest of the packaging: as
an expression of energy and an example of activity.
The logo “Real” again metonymically denotes the Quality
of the Apples and in fact reinforces “Activ” and
Real & connotes “Truly” or “Really” active. Real, the brand
Trustworthy addresses the viewer with the message “Real Apple” &
“Active People”.
Positioning: In other words the packaging positions the Brand as “Real
Apple for Active People”.
Real Apple for Active People
Additionally, the Sun behind the Real & Active logos
Time of Day connotes “morning”, reinforced by the Yellow-Orange,
the hues of Morning, on the Packaging.
By connoting “Morning” and associating that with the
Product, the brand becomes an energizing, healthy,
Consumption pure, Apple juice for breakfast/snack.

5. Brand = Authority The Minute Maid logo takes a central position on
the Pack allowing the Brand Name a seat of
Equity Transferred to Authority and to exercise the effect of the Equity it
Product has built over years.
The dark unmistakable logo is in stark contrast with
Premium the softer, feminine tone of the rest of the Pack.
The colour Black visually signifies what the text
“PREMIUM” expresses.
The Packaging mimics nature in the arrangement of
the all other elements.
Nature/ Naturalness The green leaves on top
bright Oranges at the bottom with its petiole.
Number of leaves are arranged around the green
cap visually equates the hole pack with a node of
an Orange tree with leaves and full grown Oranges.
Exchanges of Meaning: The brand “Minute Maid” authenticates the
naturalness and I turn naturalness informs the
Building Brand Brand with its associated evocations of
through Packaging purity, freshness, taste and originality.
The caption “100% PURE SQUEEZED ORANGE JUICE”
Positioning: provides codes to read the visual text:
Pure, 100%, Juice Pure, 100%, Juice and „SQUEEZED‟.
„Squeezed‟ acts as an anchorage and serves to
and ‘SQUEEZED’. stabilise the possible meanings by metalingually
cueing in relevant code as a frame for
interpretation.
The slice Orange with its tiny drop of juice shows
Need Evocation us what to expect from the pack. The tiny drop of
juice symbolizes what need it can fulfil: that of
thirst.

7. The Packaging mimics nature in
Nature/ Naturalness the arrangement of its elements:
the green leaves with its petiole.
The design provides
dimensionality to the pack. The
Depth/ Dimensionality grapes hang downward and the
petiole emerges from the
background towards the viewer.
The grapes are somewhere in
between the viewer (you) and the
The act of Offering depth whence the petiole
emerges. The grapes almost come
out of the pack. The grapes are
presented to you. And who
presents the grapes ? The brand
Tropicana.
The name “Tropicana” with its
green colour and a leaf on “i”
already signifies TROPICAL
Positioning: NATURE.
100% Grape Juice The brand intelligently equates
itself with nature. Therefore
“100% Grape Juice” is offered to
you by Tropicana, by Nature.

9. The red “KDD” logo and product description
“Mixed Fruit” encloses the assortment of
fruits.
Branding acts Both the logo and the description is on a
as a Qualifier higher plain qualifying what lies in the
background, i.e. that fruits.
The shape of “KDD” logo signifies a leaf and
Naturalness
thereby adds a degree of naturalness to it.
The fruit composition promises the viewer the
Promise of taste and
a sumptuous variety taste and experience of consuming a
of fruits sumptuous variety of fruits.

10. The shape of “KDD” logo signifies a leaf and thereby
adds a degree of naturalness to it.
Higher weight to “APPLE” and much lower
weight to “Juice” effectively connotes pure
Naturalness + Apple. The sprinkles of connotes freshness.
it is APPLE
A bunch of Apples hanging downward along with
the description “Apple” informs the packaging with a
singular thought, that it is APPLE.
The brand name “KDD” struggles to manage
its existence in the midst of the strong singular
communication. “KDD” does not participate in
the process of creating meaning. Rather “KDD”
intrudes in the space where the remaining
signifiers create the following: “It is Apple and it is
Pure Apple juice, 100%.”
“KDD”, may inherit the
With time,
meanings from other signifiers and represent
“Apple”.
Positioning: Pure Apple juice, 100%.”

11. The shape of “KDD” logo signifies a leaf and
thereby adds a degree of naturalness to it.
There is one singular thought: Mango. The
Mango
fruit takes almost all the space on packaging
and thereby establishes that it is Mango.
The brand name “KDD” is equated with Mango
by its position and alignment with the
KDD = Mango description “Mango” and the image of Mango.

12. Thank You