Methodology of Analysis of Brand Visual Identity of Food Products: Comprehension and Valuation of Graphic Signs

Abstract

This study aims to contribute to the knowledge regarding the process of decoding Brand Marks and the perception of the Visual Identity of food products. Specifically, understanding how people understand the styles and connotations of Brand Marks in a given culture. The research is based on the visual identity of Olive Oils and Cheeses with DOP certification from the interior region of Portugal. The investigative process was conducted as Project-grounded Research, using a mixed methodology. The non-interventionist methodology included the review of the literature, the study of descriptive cases and questionnaires, while the active investigation comprised a study of exploratory cases based on the redesign of the visual identity of cheeses and olive oils. The research is organized in a Study 1 (non-interventional research) and Study 2 (active or exploratory research) on 15 brands of olive oil and 15 brands of cheese. The analysis of the data is based on the levels of semiotics of Semantics and Semantics and Pragmatics (through questionnaire) of Brand Marks and labels, using tools that exam the effectiveness of the Visual Identity of the brand, which in itself is one of the results of the research, along with the Brand Marks (re)design guidelines.