Visual Grammar and Vertical Formats: A Semiotic Analysis of Saturated Colors and Interactive SHEGLAM Packaging on TikTok

Abstract

Against the backdrop of the growing prevalence of vertical screens, cosmetic packaging is no longer merely a means of containing and presenting a product; rather, it has become a semiotic element designed to accommodate the specific demands of presentation within the vertical digital environment. This study seeks to analyze SHEGLAM’s strategy on TikTok, drawing on the concept of visual grammar developed by Kress and van Leeuwen. The study demonstrates that chromatic saturation and material effects, particularly thermochromic and lenticular effects, are not limited to adding an aesthetic or decorative dimension to packaging. Instead, they perform a semiotic function by shaping the viewer’s perception and reorganizing the informational values conveyed by the image.

The study also reveals that incorporating tactile and interactive affordances into packaging design transforms it from a mere container into an active element in the construction of narrative. Interactive packaging does not simply display the product; it also contributes to the production of its meaning through movement, touch, and interaction. In this context, the study examines the emergence of a form of emotional realism in contemporary brand discourses, in which the credibility of an image is determined not only by the extent to which it corresponds to referential reality, but also by its ability to generate an engaging visual and sensory experience for the viewer.