To enable a better understanding of the relationship between visual communication design or graph... more To enable a better understanding of the relationship between visual communication design or graphic design strategies and the creation of brand identity, embodied in the wine label/package, for Australian Table wines the researcher has created a critical taxonomy of the wine label/package form. The catalyst for the research is the observation that the wine industry is making a considerable investment in the design of labelling and packaging. In response to this situation, this research tests the hypothesis that, the design of wine labelling and packaging plays a significant role in the communication of complex and diverse information about brand values and customer attitudes. As part of the process of testing this hypothesis the research sets out to answer three related questions. The first, what are the dominant elements used in the graphic design of labelling and packaging for the wine industry? The second, what key design strategies are used to develop brand identity? Finally, ho...
To enable a better understanding of the relationship between visual communication design or graph... more To enable a better understanding of the relationship between visual communication design or graphic design strategies and the creation of brand identity, embodied in the wine label/package, for Australian Table wines the researcher has created a critical taxonomy of the wine label/package form. The catalyst for the research is the observation that the wine industry is making a considerable investment in the design of labelling and packaging. In response to this situation, this research tests the hypothesis that, the design of wine labelling and packaging plays a significant role in the communication of complex and diverse information about brand values and customer attitudes. As part of the process of testing this hypothesis the research sets out to answer three related questions. The first, what are the dominant elements used in the graphic design of labelling and packaging for the wine industry? The second, what key design strategies are used to develop brand identity? Finally, ho...
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Papers by Allan Morse