Discourse – Semiotics

Semiotics is the study of signs; everything we interact with can be deconstructed to reveal a hidden series of codes. The science behind this system was made popular by Roland Barthes in the late sixties. Within his book Mythologies, he talks about Saussure’s semiological system; the signifier representing the concept, the signified in the form of an image and the sign a combination of the two.

Evidence of the use of semiotic language can be seen everywhere in the design world of today. In an environment highly influenced by advertising and the media, we are constantly absorbing information, whether we realise it or not. Designers recognise that our minds connect certain meanings to visuals. Through the deliberate use of colour, type, imagery and social/political issues they promote the subject, producing the illusion of desire.

Design can be also be used as representational forms to simplify, especially when the meaning has to be understood and recognised on a global scale.  Todays universal trade requires a worldwide language,  the use of a logo helps to distinguish a immediate connection to the subject, without the need for translating into different languages.

References

Web -

http://www.aber.ac.uk/media/Documents/S4B/sem01.html

http://en.wikipedia.org/wiki/Semiotics

http://www.code.uni-wuppertal.de/uk/computational_design/who/nadin/publications/articles_in_books/Design%20and%20Semiotics.htm

Books -

Roland Barthes (1993) Mythologies, Vintage.