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Advanced Colour and Texture

Semiotics = De Sign… The study of ‘ signs ’. Advanced Colour and Texture. Image: Visual Research, Noble et al. Semiotics =. It has been used in the packaging and advertising industries, where communication with potential customers is paramount. www.designbridge.com/ www.fitch.com

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Advanced Colour and Texture

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  1. Semiotics = • De • Sign… • The study of ‘signs’ Advanced Colour and Texture Image: Visual Research, Noble et al.

  2. Semiotics = It has been used in the packaging and advertising industries, where communication with potential customers is paramount. www.designbridge.com/ www.fitch.com http://www.marketingsemiotics.com/

  3. Semiotics = New directions…. For graphics, packaging products ( &any design): Innovation, brands, (appearance)

  4. Semiotics = A Clever trick Q: Where is this Vodka made ?

  5. Semiotics = Persuasive (about important things too) Which bike helmet would most prefer?

  6. Semiotics = Identifies emergent trends (Structuralism) http://www.semiovox.com/semiotics/

  7. Semiotics = everywhere, can understand the world around us. Words and body language have codes between members of the society that use them.

  8. Semiotics = Expert Tips Originally associated with language studies. Extended to visual imagery. Used in many different disciplines

  9. Semiotics = Intro by Ferdinand de Saussure A sign is in two parts: The signifier, is the material aspect to the sign (the thing) + Thesignified is what is imagined

  10. Semiotics = Adapted by Barthes Connotation vs. Denotation Denotation= straightforward sign for all. Connotation=changes dependant on who is viewing it, when and where (context)

  11. Semiotics = Connotation depends on audience. Graphics, fonts, colours etc. all have their own codes

  12. Semiotics = https://harleysaunders8.wordpress.com/2013/10/24/semiotic-analysis-gucci-guilty-advert/

  13. Semiotics = Sub cultures within society have their own "codes” Clothes and accessories speak their own language.

  14. Semiotics = Connotation vs. Denotation

  15. Charles Sanders Pierce • defined three different categories of relationship between an object and its sign: • Icon • index • symbol

  16. Uses for product design..

  17. Iconic signs.. • metaphor • • give qualities of one object to another • adds familiarity and recognition

  18. Iconic signs..

  19. Symbolic Signs Culturally agreed meanings, just like words in a language

  20. Symbolic Signs the logo effect

  21. Index Signs • Uses: • Feedback • To signify direction • Affordance • how something was made

  22. STRUCTURALISM language organises access to meaning. When Europeans see a snow-scape all they see is Snow or ice. Eskimos see many other things, they have 50 words for the concept of snow.

  23. Claude Levi-Strauss. Film narratives e.g. westerns are based on binary oppositions: Hero / villain society / outside society good /bad weak / strong wilderness/ civilization

  24. Semiotic analysis for product design Can just relate to appearance Fraser Designers

  25. Semiotic analysis for branding design Meaning reversals: Lab Brand For more examples of semiotic approaches see Lab Brand: http://www.labbrand.com/knowledge/labreport/making-sense-white-elephants-cultural-research-brand-positioning-and-innovation e.g. Code Borrowing: Healthy snack using unhealthy codes.

  26. Analysis for new areas of innovation Lifestyle? Young/Old? Male/Female Urban/Rural Single/Married Families/no kids

  27. Semiotic analysis for product design Some companies specialize : www.semiovox.com/semiotics/ Classifying key attributes

  28. Semiotic analysis for product design Some companies specialize : www.semiovox.com/semiotics/

  29. Semiotic analysis for product design Some companies specialize : https://rwconnect.esomar.org /visualising-culture-using-semiotics/

  30. Semiotic analysis for product design User Research, categorizing people (urban planning project)

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