This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century.,The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis.,The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface.,This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.

中文翻译：

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包装设计的社会历史分析：以土耳其面食品牌Piyale为例

本文旨在了解社会，文化和政治经济动态如何影响包装设计。具体来说，它着眼于土耳其最古老的意大利面食品牌之一Piyale，并试图了解近一个世纪以来宏观制度结构变化对其包装实践的影响。该分析主要基于数据通过档案和文献研究收集。档案数据来自各种来源，包括前任经理的个人档案，在当时流行的杂志上刊登的广告以及行业报告和文件。结合成分符号分析和社会符号分析对数据进行分析。该分析表明了品牌历史上四个不同的时期。设计元素和视觉形象反映了社会，文化，政治，经济和技术变革在不同时期塑造了土耳其社会。研究结果表明，对品牌包装设计转型的社会历史分析揭示了设计与文化之间的复杂关系，并为市场-社会界面提供了线索。该研究为最古老的视觉标识演变提供了全面的历史分析。土耳其面食品牌Piyale，并为非西方市场的包装历史研究做出了贡献。