Vers une clarification du concept de packaging : nécessité d'une approche interdisciplinaire

Marie-Pierre Pinto (1)

1 CeReS - Centre de Recherches Sémiotiques

The role of packaging is very important for manufacturers and distributors . There is a growing complexity of packaging related to changes in technology and improvements in graphics software : models in three or two dimensions, with illustrations and images , verbal and non-verbal information are increasingly numerous, materials , shapes and colors change. Marketing managers emphasize the importance of packaging must both complete protection functions , conservation but also information. But these objectives are becoming more complex to face economic and ecological imperatives. What are the factors that influence consumers to choose packaging ? The purpose of this communication is to establish an inventory of marketing research. After defining the packaging, its role in literature, we propose to complete marketing approach by a semiotic approach.

Mots clés: packaging; discours; approche sémiotique et marketing

Domaines: Sciences de l'information et de la communication

Marie-Pierre Pinto. Vers une clarification du concept de packaging : nécessité d'une approche interdisciplinaire. 16ème Colloque National de la Recherche dans les IUT, Jun 2010, Angers, France. ⟨hal-00934893⟩