This blog article will analyse the semiotics of Rekorderlig’s current imagery, competitors imagery and images for the new campaign I am going to create.
The dictionary defines semiotics as “
Analysis of Rekorderlig’s current imagery
Across all of Rekorderlig’s imagery red is a main colour, in the posters and logo (6,9) but also in the colour of the drinks (10,2,8). Interestingly Rekorderlig flavours are not all red liquid but a yellow classic cider colour or even clear. The Meanings of Colour states that Red works well at grabbing the audiences attention, as throughout history red has signified passion, love, danger, anger and energy, all of these are very powerful associations deep rooted. Which would make Rekoderlig’s imagery eye catching, interesting and making the consumer want to look closer and find out more.
The labels on the bottles and cans (6,7,4) are illustrations, which are simplistic, look hand drawn and are on-top of a off white background. Signifying rustic, natural and easy product and brand that could be enjoyed at any time easily without any hard work.
2,8 & 10 show the product red and fruity looking, with ice, condensation, bubbles and fresh fruit, this signifies to the audience that the drink is refreshing, satisfying and thirst quenching. The image even suggests the flavour of the drink, fruity and sweet and potentially not alcoholic. Huddelston suggests this would further attract Rekorderlig’s millennial target market.
Finally all the images, the backgrounds and plastic cups of 2, 10, 1 & 8 (the wood, the festival) and 7 (the people having fun smiling) all suggest a rustic, easy, satisfying life, that you can enjoy a satisfying, upmarket drink but without little effort.
Analysis of competitor imagery
The Bulmers imagery 11 and 12 includes a spectrum of colours in the bottles, background and the typefaces, which are very bright, clashing, and busy! It is attention grabbing, and stand out. However image 10 is more natural looking with a sun set background, which is less like 11 and 12.
Image 1 displays the sleek combination of contemporary and traditional, the type faces and dark colours in the labels, are old style but with a new modern twist to attract younger consumers. Colour Psychology states that black normally has negative connotations, particularly in relation to food and drink, making it an interesting choice for a label, however it can also mean strength, authority, elegance and formal, which may add strength to a product that is fruity sweet flavoured cider. The images are simplistic, with just the bottles (1), the product, the fruit inside (4) and even just the glass, focusing on the brand but not enticing the consumer with what they think it tastes like. In comparison to the other brands this is most simplistic and ‘quite’ imagery.
Old Mout (7,8,9)
The use of vivid colour on a white back ground makes the product a greater focus, so it can’t be missed or lost in a busy background. Image 9 has illustrations of the fruit that is in all the flavours, demonstrating to the audience that that is all that is in the product. The type face (7,8) is bold and simple, easy to read,and suggests that they want to be different, and are new and exciting. Images 7 and 8, are all black and white, signifying simplicity, the only colour is the bottle/the product drawing the audiences eye to the product, signifying its importance and the bright, colourful tastes being inside, in the drink.
Strongbow has two products, a dark fruits and a citrus edge. Dark fruits uses lots of dark images, dark purple, dark green and black, to emulate the name of the product. Colour Psychology states that purple signifies power, nobility, mystery and magic. This also matches the brambles intertwining the can in image 6, which makes it look magical but in a dark evil fairy tail way. Further the brambles and the particular colour purple reinforce the fruit blackberry, which is a key flavour and ingredient, telling the audience exactly what the product tastes of. The citrus edge image (5) with the lemons and limes demonstrates what is in the product again, but the snake demonstrates that the product has a bite and is sour. In comparison this image is much lighter and brighter, which signifies that it’s light and refreshing.
Each competitor has a very particular style in their choices of imagery. They are all very different to each other and also to Rekorderlig to help differentiate themselves as they all sell very similar products.
Analysis of new campaign imagery
The new images for the new campaign all signify old values, fun, smiles, good times but easy, simplistic, fresh and satisfying. They are all cohesive and fit well together, showing the good things in life, 11,14 show laughter and fun. 12,8,7,10,3,4 show drinks that look refreshing, easily achievable, natural, thirst quenching and delicious, because of the fresh fruit, the ice and the vibrant colours, the glasses and the garnishes are simplistic and easy to do yourself. Images 13,6,2,1 show the old values of life, people spending time with friends doing fun things and enjoying life. All of these images have a style that is different to competitors.
Colour Psychology (2016) Black colour psychology and meaning. Available at: http://www.colorpsychology.org/black/ (Accessed 1 March 2017).
Colour Psychology (2016) Purple Colour Psychology and Meaning. Available at:http://www.colorpsychology.org/purple/ (Accessed 1 March 2017).
Dictionary (2016) Semeotics. Available at:http://www.dictionary.com/browse/semiotics (Accessed 1 March 2017).
Huddleston,N. (2016) Millennial Trends- play the generation game. Available at:http://www.morningadvertiser.co.uk/Running-your-pub/Marketing/Millennial-trends-play-the-generation-game. (Accessed 1 March 2016).
The Meanings of Colour (2016) Red. Available at: http://www.colormatters.com/the-meanings-of-colors/red (Accessed 1 March 2017).