Smakförväntningar och design : Visuella representationer av smak på öletiketter

Sammanfattning: To communicate a product's taste, color and other visual cues are often used as references to fruit or other food, helping the customer by creating expectations based on context and prior experiences. As a designer, it is therefore important to consider how visual cues like color affect the expectations of the taste of a product. This essay seeks to answer how taste is visually represented on beer labels from craft breweries. To answer this question, a material consisting of beer labels from a Swedish craft brewery is studied through a semiotic analysis. The results of the analysis show that there is a clear categorization of what colors are used to describe certain flavors within certain categories of beer and that these colors often are related to the color of the beer itself. It is discussed if taste-coding beer labels is of big interest to craft breweries, or if other design choices ought to be preferred.