| Using semiotics, brands can take advantage of codes | | | | Red Decoded |
| to help them succeed in the marketplace. However, | | | | These meanings can help us decode some Chinese |
| there is a difference between the cultural meaning of | | | | packaging designs, such as the cigarettes called |
| a code and that code in relation to a specific | | | | "Double Happiness" that you can see at special |
| category. For example, in Western culture black is | | | | events and weddings, which are consistent with the |
| generally associated with death, but in a specific | | | | Chinese "lucky" meaning of red. |
| product category such as whiskey it can mean the | | | | The brand "China Unicom" reinforces its Chinese |
| brand is premium, as in "black label". | | | | identity and impacts its target audience through its |
| Semiological meanings are long lasting and evolve | | | | black and red design. The logo is derived from the |
| slowly, whereas semiotic meanings are more dynamic. | | | | Chinese Buddhism graphic "Pan Zhang" or "Lucky |
| Using semiotics, brands can play with codes to create | | | | Buddha Knot". The red color therefore also brings |
| trends within product categories. There is also an | | | | luck and joy. |
| interplay between the semiotic and semiological level; | | | | This decoding of meanings also allows us to better |
| codes used in categories can gradually act on and | | | | understand the successful cosmetics brand Yue Sai |
| change codes in the broader cultural context. | | | | bought by L'Oreal in 2004. Launched by famous |
| Interestingly, both cultural and categorical meanings | | | | television personality Yue Sai Kan in 1992, the brand |
| behind codes are different in China. If a company | | | | opened a new market by introducing the idea of |
| develops a product without being aware the colors | | | | make-up in China for Chinese women. |
| used in its brand identity or packaging design are | | | | |
| semiologically loaded, they will raise expectations | | | | The red color here stands for Chinese, happiness, |
| about that product that they will have to deliver. A | | | | and luck, but also is also a symbol of femininity, |
| beverage with a green leaf on the label creates the | | | | fashion, and lifestyle, like red lipstick. It is based on |
| expectation of green tea; Chinese consumers may | | | | codes from Chinese heritage but brings a new |
| be surprised if it turns out to be peppermint. | | | | meaning at the same time. |
| Let's examine the difference between semiotics and | | | | This last example also reminds us that we have to |
| semiology by looking more closely at culturally | | | | be careful when decoding "red colors" that are not |
| significant colour in China- the colour red. | | | | necessarily related to Chinese red traditional |
| Red and China | | | | connotations. Red in China is not only "Chinese red". It |
| No other country has a well-known national colour like | | | | can be a code for a strawberry flavor, a metaphor |
| China with its red. If you look at a book or a | | | | for love, or used only for its visual impact. |
| magazine issue related to China, the cover is likely to | | | | Calling on Semiotics |
| be red. | | | | From these different examples, we can see that a |
| | | | "red" sign can possess many connotations. Red is |
| Throughout the country you can find the color red: | | | | widely used in China in brand identity and packaging |
| on the national flag, on the walls of the Forbidden | | | | design. But, when looking at a red sign, how can you |
| City, and during the Chinese new year festival. Red is | | | | know if it is communicating about revolution, luck, |
| also the color of the Chinese National Pavilion of the | | | | virtue, flavor, or something entirely different? |
| 2010 Shanghai World Expo. | | | | And that's where semiotics enlightens. By defining a |
| | | | frame of reference and by systematically looking at |
| Semiologic Meanings | | | | differences and oppositions within a specific category, |
| From a semiologic point of view, the color red in | | | | semiotics allows us to grasp the real meaning behind |
| China is a color full of meanings. | | | | a given code. Let's take the example of traffic lights. |
| 1) Red is the "lucky" color, a color of joy and grand | | | | Whether you are in China or elsewhere in the world, |
| special events. During weddings, even if the white | | | | red means "stop", as opposed to orange and green, |
| dress tends to replace the traditional red costume in | | | | and has nothing to do with "luck" or "power". |
| large cities, the color red is still a big part of the | | | | Semiotics can also be seen in relation to packaging |
| wedding atmosphere and can be seen in the | | | | design. For instance, within the framework of salted |
| decorations, chocolate boxes, and more. | | | | snacks packaging, red is combined with "open |
| 2) Red is the color for wealth and nobility. Traditional | | | | shapes" and opposed to "faded colors" and "closed |
| money gifts are offered in a "hong bao", or "red | | | | shapes". It symbolizes festive, lively, open, and |
| envelopes". In a company when you share profits, | | | | spontaneity whereas "faded colors" and "closed |
| the ceremony is named "fen hong", that is to say | | | | shapes" refer to the past and tradition. |
| "share red". | | | | |
| 3) Red is the color of strength, life, and power. Red | | | | To conclude, we can say that semiology studies signs |
| is linked to fire and blood in the 5 elements theory | | | | from a general point of view, through its different |
| and used to be a color for warriors and the army. | | | | meanings, whereas semiotics, by defining a |
| 4) Red also has a protection function—it keeps | | | | framework, analyzing the signs within this framework |
| away evils and demons. This is why in a person's | | | | and through differentiation with other elements, |
| Chinese zodiac year, he or she should wear | | | | allows us to make a selection and be more precise in |
| something red for protection. | | | | the understanding of the meaning. |
| 5) Red is a symbol of virtue and honesty. A "red | | | | This differentiation between semiotics and semiology |
| heart person" stands as a model for others. Red is | | | | allows us to understand that it is very difficult to |
| also the color of the loyalty mask in the Beijing opera. | | | | establish general rules about colors. The meaning of |
| 6) Finally, red is associated with revolution, as can be | | | | the colour red will depend upon context. This |
| seen in red flags, posters, and more. | | | | differentiation is crucial for brand identity and |
| The discussion above illustrates that the color red can | | | | packaging design development as it is from |
| convey many different meanings . Some are related | | | | considering these two levels that good creations will |
| to everyday life while others have special | | | | emerge. |
| connotations linked to individuals, groups, the past | | | | Semiology allows us to understand codes in general. |
| and the present. The semiologic approach looks at | | | | It is important to know them as a reference and as |
| how the various meanings behind the red color can | | | | a source of inspiration. Semiotics allows us to analyze |
| be used to understand the Chinese culture and the | | | | competitors' identity and packaging design to |
| meaning behind the codes. We can easily imagine that | | | | understand the codes and the meanings behind the |
| a brand with a very strong red identity like Coca-Cola | | | | codes for our target market. By combining the two a |
| needs to understand and decode this reality before | | | | brand can go beyond conventional meanings to |
| entering the Chinese market. | | | | create powerful concepts and unique identities. |