Visual Elements of Various Fast-Moving Consumer Goods (FMCG) Products Packaging in India: An Empirical Semiotic Study

Packaging is a broad term which comprises various aspects and functional purposes related not only to the safety and preservation of the contents that it comprises but also result of design in human interaction with each unit of the achieved output as well as the interaction of zones when the product is placed on a shelf in the form of multiple units. This paper focuses on the cognitive process which goes in the making of graphical representation of each unit of packaging. The driving aspect of buying behaviour which is the price is not taken into account in order to keep the focus strictly upon the presentation of every product and the brand it represents by means of visual communication only. The paper is therefore a semiotic approach to analyse typography and visual elements on considered competitive cases. However, consistency in the type of package is considered to be similar among competitive products in each category in order for visual and verbal content included in the making of these packages to be highlighted. The paper is based on the analysis of visual and verbal components and the emotions they attempt to evoke in the mind of the viewer.