Packaging Science and Art

Packaging Science and Art

Study of Bread Packages Based on Shannon and Weaver Communication Models

Document Type : Original Article

Author
Maryam Zaryabi
PhD Student, Linguistics Department, Faculty of Literature, Al-Zahra University, Tehran, Iran
10.47176/packaging.2026.1265
Abstract
The way food products are packaged can significantly influence how consumers recognize a product and how much trust they place in it when deciding to purchase. Among these, bread packaging receives particular attention from both specialists and consumers due to the high sensitivity of health and hygiene issues. The aim of the present study is to examine 48 available samples of bread packaging based on Shannon and Weaver’s communication model, in order to analyze the three principles proposed in this model—namely technical, semantic, and effectiveness-related communication issues. This research was conducted based on library studies, note-taking, and interviews with 40 accessible participants, both men and women, aged between 7 and 79 years. The packaging was analyzed through image interpretation. The research question of this study is: To what extent are the technical, semantic, and effectiveness communication issues proposed in Shannon and Weaver’s model reflected in Iranian bread packaging? The findings show that all three aspects identified in the model are satisfactorily present in one of the studied brand names. Furthermore, colorless plastic packaging demonstrates the highest level of effectiveness, as it enables consumers to quickly recognize the type and quality of the product; this factor can influence producers’ choice of packaging type. Additionally, despite knowing other languages, most participants in the study paid attention to the Persian language used on the packaging to identify the product name and obtain information. This highlights the importance of using Persian and applying readable fonts by manufacturers.





Keywords
Packaging
Communication
Shannon and Weaver Model
Subjects

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Packaging Science and Art
Volume 17, Issue 65 - Serial Number 65
Serial number 65, Spring 2026
Winter 2026
Pages 45-64

  • Receive Date 28 May 2026
  • Revise Date 25 June 2026
  • Accept Date 17 August 2026
  • Publish Date 21 September 2026