Semiotics

We often take for granted the way we view things around us. We know red means dangers and white signifies purity. We know our traffic signs are available in triangular shape, hexagonal shape and circles. But what is it that makes us understand the meaning behind these colours and shapes? Semiotics.

What about the interpretation of body language? An example of a baby crying can mean so many things. The baby might be hungry, wet his diapers or want his parents. Semiotics also helps us understand the phenomena of babies crying. Babies, unable to talk, use crying as their form of communication and how their parents interpret their crying is also subjective. Meaning-making is there both subjective and objective as shown in the 2 examples above.

While doing this week’s reading, I kept recalling the module AAE102, Language in Context, where we analyzed words and advertorials. Framing, salience and spaces are there for a reason. Why is it that some advertisements work better than others? Why is it that some advertisements can linger on in our mind? What goes behind the making of these advertisements? Semiotic inventories.

In order to value add the meaning behind advertorials or cover page, typography is an element which facilitates making meaning potential. We would not want a straight, serious heavy font for a beach poster. Conversely, we would not want a playful, informal font for the cover of a dictionary.

So next time, don't take the things we see for granted. There is a lot that goes into design that cover, poster or advertisement.