CELHAY Franck

Franck is Professor at MBS - School of business (Montpellier, France). His research lies at the intersection of graphic design, branding, semiotics, and media analysis. He has been published in leading academic journals such as the Journal of Consumer Research, the Journal of Business Ethics, the Journal of Product Innovation Management, or the International Journal of Design. At MBS, Franck teaches graphic design for visual branding. His students develop expertise in using Adobe Creative Cloud applications to design comprehensive brand identity systems, packaging solutions, or service environments. His research and teaching have been recognized with several awards, including the AFM Pedagogical Innovation Award, the FNEGE Junior Professor Award, and the Design United Research Fellow grant

LUFFARELLI, J., F. CELHAY, "Do You Know What Signals Your Logo's Colors Are Sending?", Harvard Business Review, June 2025, vol. June, no. 16, pp. /

FAVIER, M., F. CELHAY, G. PANTIN, L. LISE MAGNIER, "When more is more: How maximalist packaging and ornament type shape brand perceptions", Journal of Business Research, December 2025, vol. 201, no. December 2025, pp. 115674

CELHAY, F., A. MISSONIER, C. CONSTANTINIDIS , "Escape the Kingdom! Family Business Metaphors in the French Business Press and their Implications for Gendered Representations", Journal of Business Ethics, 2025

CELHAY, F., J. LUFFARELLI, "Competent or Sad Blue? Lively or Aggressive Red? Why, How, and When Background Color Shapes the Meanings of Logo Hues", Journal of Consumer Research, December 2024, vol. 51(4), no. December 2024, pp. 820-844

PECOT, F., F. CELHAY, M. KACHA, L. GAUTIER, "Expressions of the past: A practice-based approach of brand longevity visual translation in advertising.", Journal of Business Research, November 2022, vol. 150, no. November 2022, pp. 121-133

CELHAY, F., L. MAGNIER, J. SCOORMANS, "Hip and authentic. Defining Neo-Retro Style in package design.", International Journal of Design, April 2020, vol. April, no. 2020, pp. /

CELHAY, F., P. CHENG, J. MASSON, W. LI, "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels.", International Journal of Research in Marketing, July 2020, vol. 1, no. 37, pp. 108-128

FAVIER, M., F. CELHAY, G. PANTIN SOHIER, "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne.", Journal of Retailing & Consumer Services, September 2019, vol. 46, no. September, pp. 11-20

CELHAY, F., H. REMAUD, "What does your wine label mean to consumers? A semiotic investigation of Bordeaux wine visual codes.", Food Quality & Preference, February 2018, vol. 65, no. 1, pp. 129-145

SANCHEZ SANCHEZ, C., J. MASSON, F. CELHAY, "Is mianzi the only face of Chinese imported-wine consumers? A typology of Chinese imported-wine consumers.", International Journal of Market Research, May 2017, vol. 59, no. 5, pp. 625-654

Marketing, Corporate communication, Advertising - Wine and spirits

Marketing, Digital tools