Black as sign of quality and distinction in food packaging communication
DOI:
https://doi.org/10.15448/1980-3729.2017.1.23706Keywords:
Color symbolism, Visual communication, Packaging designAbstract
This research discusses the symbolic content broadcasted on food packaging communication, focusing on the role played by colors in constructing visual messages. It is based on doctoral research in which packages of ten distinct colors were examined. The color language was investigated as a sign system. The study was based on Saussurre theory as well as on classifications and analysis models proposed by Peirce and by Groupe µ. This article is a cutout of the color spectrum examined in the thesis, describing the results for black color and analyzing its symbolic role in the construction of product’s high quality image. It is concluded that black packaging and labels reflect developments of mass taste for luxury in processed foods consumption, reproducing signs of social distinction.Downloads
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