Résumé
A large body of research has shown that the packaging’s graphic design influences consumers’ perception of a product. Many marketing scholars and researchers acknowledged that a package graphic design is a critical tool for managers to communicate about the brands they manage. In the meantime, very little is known about how the visual component of a packaging does produce the desired meanings among consumers. Using a semiotic approach, this study aims to investigate this link using wine labels as a field of investigation.