Apr 8, 2014

Sensorial delicatessen

From Tesco’s black as slate to Stegeman’s black as a chalkboard. This one is extremely popular because it carries all kinds of associations, but mainly it’s about the look, smells and tastes of the delicatessen. I’m getting cured meats, artisan breads, cheese and delicious coffee just looking at the picture.

An extra semiotic boost is given here by the massively blown-up and unreadable elements of the logo and product name. Your mind decodes this as a ‘piece’ of a bigger scene, and not just the small packaging pastiche that it actually is. Not for fans of ‘hierarchy of information’, but then people buy food following their own hierarchy, of emotion.