Migraine and Semiotics - When Packaging Matters

Semiotics, ever heard of it? Probably not but it is something that can give you a migraine if applied wrongly.

Semiotics is a study of signs and symbols; "hidden language we "read" every day: Colours, shapes, sizes, graphics and materials all have meaning and all subconsciously influence consumers' responses to the external manifestation of brands."

If used carelessly, it can trigger a headache or even a migraine. If used properly, it will calm and pacify. Or make us buy things.

A good insight in how Semiotics work is a study that was conducted on the packaging of painkiller Sulphadine. Sulphadine is a proprietary combination of codeine phosphate, caffiene and tylenol that is a popular migraine drug in South Africa.

Here's what Dr. Inka Crosswaite, from Added Value, a company that does brand development and marketing, had to say about this study:

"The original packaging was predominantly red, and bursting with arrows and rays. Through semiotic analysis, it appeared to give people a headache. The strength of colour reminded people of pain rather than relief. We encouraged the use of softer cues like bubbles - which gives feeling of a product acting - and relief, rather than pain."

And so, my gentle readers, do judge a product by it's wrapping, not by the content of it's character. Oh wait, we already do.

link: Semiotics: Signs of the times