PACKAGING DESIGN AS A VEHICLE OF IDENTITY ELEMENTS OF BRAZILIAN CULTURE: A CASE STUDY IN THE GOURMET CHOCOLATES SEGMENTS (Atena Editora)

Abstract

In this research, it is proposed to investigate the way of attributing meanings to consumer goods by inserting signs of cultural bias in the Design of their packaging, in addition to exemplifying sign relations and interpretations that can be conceived by their observers. It is expected, therefore, that it will contribute to the demand for techniques for inserting immaterial values into products, so that brands of all niches can be maintained in the current market scenario by maintaining their competitiveness. Thus, based on data and anthropological and historiographical studies, an attempt was made to define the concept of Brazilian culture and our ways of living, and then, from the point of view of semiotics and with the help of focal analyzes of packaging of the brand's chocolates. Dengo, to understand how identity elements, translated into visual data and conveyed in wrappers, can be communicated to the customer and motivate connections between the product and its buyers. Finally, it was understood that this is an effective strategy if designers, placed as communicators, precede it by an imperative inquiry into the history and traditions of the brand and its audience's repertoire, as this is the only way they will be able to create efficient compositions and more assertive messages, with greater chances of being understood and achieving the intended result.