ABSTRACT
The power of retailers in the UK and abroad and fact that they also deliver their own shopper research shows importance they place on the shopper. As a result they are a prime target to demonstrate why they should devote more of their space, and prominence to any one, over any other. The client wanted to evaluate a new packaging proposal for their 'Senses' brand in comparison with their existing packaging. Both packages will carry same product, but different flavours. The intention was to launch new one without pulling out the old one, having them both in the market at the same time. Semiotics is the study of signs and symbols. It is descended from linguistics, which makes it useful for crafting messages, and also from anthropology, which makes it useful for understanding physical environments. Semiotics takes an interest in verbal and visual communications and built environments because it regards these things as points of access to consumer culture.
