Semiotics is the study of language and communication method that are “socially and culturally meaningful” (Open Learn, 2018) It is important that designers understand what different things mean in relation to visual communication. Challis Hodge (2003) stated that semiotics helps designers to understand that design is a dialogue. Their work has no meaning if it is not defined by set factors.

Advantages of Semiotics

Semiotics in design can be useful to communicate the right message to consumers. Angela Ferreira (2007) stated that semiotics is useful for designers as it can “translate a picture from an image into words”, which is key in visual communication and essential for designers to understand. The most common identification of semiotics is icons. Pictures,  when interpreted, tend to have two meanings, “visual and symbolic”.

The advertisement (BBDO, 2014) is a clear example of how a designer can use semiotics. They have taken the signifier, the sofa and illustrated it to look like a cigaret. This emphasises their concept, the signified, which is that third-hand smoking is bad for your family in your home. In relation to the semiotic triangle (Kersting, 2016), the signifier has to be understood by the intended audience.

Disadvantages of Semiotics

As the world develops the sign system can change. With reference to Stewart (1995) as cited by Deneire (1997) semiotics can be outdated as it relies upon the symbol model as its basis. In the 21st  century, designers are starting to break this but before Humboldt was the only designer to break away.  A designer may choose not to use semiotics as the terminology sounds too complex and they may not have time to understand it.  The number of different methods for semiotics can also deter designers from using this research method.

Directed Study

For this task, the students were asked to create a book cover in the theme of binary opposition. This could be night and day, good and evil or war and peace. The work shown below is in the theme of life and death. The student sketched out the design then digitalised it. The outcome is shown below: