Visual communication elements in fresh milk labels: Investigating purchase decision-making processes in Australia

Safiabadi, Nazanin (2016) Visual communication elements in fresh milk labels: Investigating purchase decision-making processes in Australia. Masters by Research thesis, Queensland University of Technology.


This thesis is focused on the importance of packaging design for fresh milk in Australia. The purpose of this research is to investigate the relationship between visual communication elements in milk package labels, their related marketing strategies, and the perception of the consumer in relation to their purchase decision-making. This investigation is based on the semiotic analysis of visual design elements in existing milk labels as well as those created during a participatory design workshop with consumers. This study, therefore, examines the potential of visual design to define positioning strategies to attract specific consumer groups at the point of sale.

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19 since deposited on 04 Jul 2016
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ID Code: 96102
Item Type: QUT Thesis (Masters by Research)
Supervisor: Seevinck, Jennifer & Taboada, Manuela
Keywords: Milk Packaging Label, Freshness, Healthiness, Hermeneutics, Naturalness, Semiotics, Social Reality, Thematic Analysis, Visual Communication, Visual Packaging Elements
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Institution: Queensland University of Technology
Deposited On: 04 Jul 2016 00:02
Last Modified: 04 Jul 2016 00:02

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