Se mig, tag mig, køb mig - Kommunikationsmodel til tilrettelæggelse, evaluering og analyse af emballagedesign

Linnea Kira Birk & Mia Louise Kristensen

Studenteropgave: Speciale


Packaging plays the role of attracting consumer attention and communicating the product content. This thesis develops a model, which can be used, both when planning and analysing the communication in packaging design. This model can be used by professionals in the field of communication who wish to gain insight into the visual components and communicative potential in packaging as well as by developers of packaging as a tool to optimize the planning process and evaluate the product. This model is applicable in all types of packaging design, but in this thesis the focus is on packaging of fast moving consumer goods. With inspiration from Lisbeth Thorlacius’ model regarding visual communication, the thesis draws on the existing knowledge on packaging, semiotic terms and consumer insights to establish a theoretical framework and hereby construct a model, which outlines the different signs in packaging communication. The model is then tested through the instrumental case “Dansk Supermarked’s private labels: Princip, Budget and Levevis” in both text and focus group analysis. The findings from the two analyses provide insights, which will lead to a revaluation and restructuring of the final model. This thesis suggests that the communication in packaging design should be considered with regards to the graphical, verbal and functional elements as well as to the consumer element. The graphic element consists of typography, colour and image. The verbal elements can be characterised as the brand element, product description and additional text. The functional elements are made up of form/size and material. And the consumer elements are low involvement, the eclectic consumer, categorisation, cue/tactics and finally trends.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato30 nov. 2012
VejledereYngve Søndergaard


  • Emballage
  • Forbrugeradfærd
  • Visuel kommunikation
  • Fokusgrupper
  • Kommunikation