Sofia University

Presentation Description Packaging is more than a protective cover—it’s a strategic marketing tool that communicates brand identity, engages consumers, and drives purchases. This session explores packaging as a communication channel through semiotics (the science of meaning), rhetoric (the art of persuasion), and consumer psychology. Participants will learn to decode and craft packaging that stands out, conveys brand values, builds emotional connections, and aligns with broader marketing. Using global case studies across food, beverages, pharma, fashion, and tech, the session is highly visual, interactive, and practical, offering tools and strategies to make packaging a strategic retail asset.

Key Takeaways • Understand packaging as a driver of brand perception and consumer decisions. • Apply semiotic analysis: symbols, colors, shapes, archetypes, and cultural references. • Use semantics and storytelling for memorable, persuasive packaging. • Design for diverse audiences: luxury, eco-conscious, family, trendsetting, or tech-savvy. • Integrate packaging with marketing systems: advertising, PR, events, merchandising, digital channels. • Apply psychological and cultural insights for global relevance. • Redesign and rebrand strategically while maintaining brand consistency. • Employ rhetorical strategies: drama, endorsements, narratives to engage consumers. • Learn from real-world examples across product categories.

Target Audience Retailers, brand managers, marketing specialists, designers, packaging professionals, advertisers, PR specialists, students, and academics interested in packaging, branding, and retail communications.

USP Unlike talks focused on aesthetics or functionality, this session combines semiotics, rhetoric, psychology, and marketing practice for a holistic, actionable approach that makes packaging communicate effectively, resonate emotionally, and drive sales.