Semiotics can be very helpful when attempting to deliver a message through an imagery medium as you don’t have words to guide the viewer to the right meaning, though they are heavily underused. As The Brand Tailors explain the core of semiotics lies with consumer psychology therefore there is a need for research into target audiences’ cultures and understanding of ideas, cues and signs. The Brand Tailors continue to discuss the ways in which semiotics can be studied and understood as well as briefly touching on a case study about Nintendo. All this information is important as to be able to apply semiotics you first must be able to fully understand what it is and how it works.
After reading The Brand Tailors blog post I found Sign Salad‘s blog post and found it a good read. Sign Salad’s post begins with a simple and effective explanation on what semiotics is “Semiotics is an investigation into how meaning is created and how meaning is communicated. Its origins lie in the academic study of how signs and symbols (visual and linguistic) create meaning.”. As they go on to explain much of semiotics is routed into our subconscious, “a sign established by cultural convention over a long period of time and which we learn as children, and requires a deal of unconscious cultural knowledge to understand its meaning.”. An interesting point they make is that semiotic signs don’t always have to visual they can be aural as well, something I had never previously thought of but I definitely agree with. Another valid point made was that to fully understand a symbol’s meaning you must be able to know the context in which it is used as having the same symbol in a different context will give it a completely different meaning. With all this in mind I have decided against using semiotics after completing this research.