Semiotics is the study of signs, how acts of communication can contain meaning. We undertook a quick divergent thinking exercise to think of as many connotations of an apple as possible. The thoughts that came into my head were:
Ferdinand de Saussure is a theorist of semiotics, however he studied linguistics, therefore the majority of what he proposed was language, rather than visual communication.
The 2nd exercise was to list as many signifiers that we as designers will use in order to allow the audience to signify. Below is a small list of signifiers:
- Camera angles
- Body Language
DENOTATION – The simplest level of what is seen (Heard, smelt & so on)
CONNOTATION – What it means to you, what it makes you think of..
POLYSEMIC IMAGES – An image with many meanings. It can be interpreted in multiple ways, all interpretations are completely different