טכניון מכון טכנולוגי לישראל
הטכניון מכון טכנולוגי לישראל - בית הספר ללימודי מוסמכים  
M.Sc Thesis
M.Sc StudentIris Talmi
SubjectThe Visual Language of Product Categories in the Context of
the Consumer Perception
DepartmentDepartment of Architecture and Town Planning
Supervisor Professor Nabarro Ron


Abstract

This research examines the fine boarder between product differentiation and stickiness to its product group with respect to the visual language and consumer perception.


Analysis and definition of the visual language was done on a few planes:

  • Characterizing the tools for analysis of the visual language, and defining the common visual language of certain product categories.
  • A field research of visual code disruption in a product category, in order to examine the impact of product category’s visual language on consumer viewpoint.
  • Yoplait / Dannone case study analysis.

The analysis of the product categories identified a common visual language within each category. However, the heart of the research was a field experiment examining the impact of a disruption of the visual codes template for the instant soup powder category. For this purpose a set of visual codes (color and image) were borrowed from the laundry softeners product group.  The new soup packages were placed on soup powder shelves in two stores.  A frontal field interview of 96 participants was conducted.


From the results of the field experiment we can clearly learn that common visual codes (visual language) can be identified in product categories and consumers identify these codes. The significance of the "category’s visual language" is expressed through orientation, identification and belonging. Product differentiation cannot supersede its category belonging and the way it is identified on the store shelf.


The importance of this research is in characterizing the tools for understanding and analyzing the visual language of product categories as an influential factor on consumer attitude toward products.