Semiotics Analysis of Fanta Bottle
The recent orange Fanta bottle and packaging attempts to be fairly contemporary and clean cut
in its representation of this well known brand. The main signifiers are the font, the base colour,
and the bottle itself. The background colour is a bright, highly saturated orange;
which conotes the theme of oranges, sunshine and freshness, which in turn denotes the feeling
of summer, happiness and warmth. The text is produced in a digital style, but with a friendly more hand-rendered feel to it. It conotes the imagery of orange peal in the way
that the letter forms are created, which denotes a friendly, fun, approachable style to the comsumer. The layout is laid back and friendly; the text on an informal slant across the bottle,
other information about the product circles it insinuating a spherical shape, further signifying the citrus fruit conotation. The bottle itself as a signifier has massive connotaions in terms of social codes; the smooth and indented shape is remeniscent of the idealistic female form, denoting sexual desire and also making the bottle more comfortable to hold. The indented spots over this area create an extremely tactile surface which emphasises the denotations towards pleasure and ease even moreso.
