Semiotics in Graphics
Semiotics is the study of the difference between illusion and reality.
Simpler terms, it is the theory of signs.
There are 3 main types of sign, but more about them later and more about what their relation to Graphics is now. Through understanding a sign both visually and culturally in context, it helps us better apply them and the theory to our work to make it more efficient in visually communicating. Signs are things that point towards a meaning and come in many different forms. A sign can be a gesture, drawings, speech, noises, slogans, clothes, facial expressions, body language, food, marketing; almost anything can be a sign. Signs can be universal, culturally dependant and learnt.
Back to the three main types: Iconic
An Iconic sign is something that looks like the thing it is trying to represent.
Some good examples of these are fire exit signs, roundabout signs and maps.
Personally I think these, especially the above examples can be semi universal, say, international. I have been in other countries where their fire exit and roundabout signs are the same, I’m sure we can all agree that the map of the world is universal. Everybody knows what it is, it looks like what it is representing, the countries of the world.
But Iconic signs aren’t all universal, such as this:
X
Im sure you’ve all got something in your mind which you think this represents, but what if someone else is thinking something different?
This could be a kiss at the end of a text, it could be the toxic sign on a label, it could be where the treasures hidden, it could be a marks mans point, you get the picture.
The whole point of this bit is that we locate the meaning of a sign by recognising the other signs around it. It has to be in context.
If you saw the X at the bottom of a text message, you would understand that it is a kiss. Another example is flowers.
This bunch of flowers could mean anything? But add it into context and you have an array of meanings.
These flowers are celebratory, you can see it is at a wedding by the white dress, you feel happy about this.
These flowers could be in sympathy for a lost loved one, you recognised that by the black funeral car.
Onomatopoeia's can also be seen as Iconic signs. These are the words that sound like the noise that they are describing.
Indexical sign
This is a sign which is caused by something. Slightly trickier to get your head around but the best example for this is medical symptoms. A cough, a fever, a sickly feeling are all signs that point towards a certain illness. Other examples of this are smoke, smoke is an indication of fire. A tail, a tail is an indication of a dog.
Symbols
Symbols don’t have a signifier. They don’t necessarily point towards the meaning and/or have any direct relation to it. We have to learn these meanings which needs to be accepted within the culture for it to actually be a symbol.
Take this:
It again also relies on context. In a country this could be the symbol for the fruit isle down the supermarket.
However put it on a laptop and put it in most western countries, you recognise this as an Apple Macintosh without being told. This is an established company in most Western countries and this logo is accepted by society nowadays as representing the Apple company.
