lecture in a series from Strategic Design & Management Summer Intensive at Parsons the New School for Design http://parsons-sis2014.tumblr.com
Text of [SIS] Intro to Semiotics
TIM STOCK SUMMER 2014 introduction to semiotics 1 Strategic Design & Management Summer 2014
TIM STOCK SUMMER 2014 2
TIM STOCK SUMMER 2014 3 signifier/signified
TIM STOCK SUMMER 2014 4 signifier/signified
TIM STOCK SUMMER 2014 5 signifier/signified coee (signied) (signier)
TIM STOCK SUMMER 2014 6 the codes of culture define meaning
TIM STOCK SUMMER 2014 signals stories the cognition of culture 7 PERCEPTION BEHAVIOR if we can understand the cultural dynamics of how behave we can better predict how things might unfold CODE
TIM STOCK SUMMER 2014 8 is it local? (signifier/signified)
TIM STOCK SUMMER 2014 9 culture propels motives we are less rational than we think ...we may think of ourselves as thinking creatures that feel, biologically we are feeling creatures that think [Jill Bolte Taylor]
TIM STOCK SUMMER 2014 we create cognitive maps what goes through your head when someone asks you directions? 10 where is that?
TIM STOCK SUMMER 2014 cognitive maps are built on emotional narrative (we find our way back) 11
TIM STOCK SUMMER 2014 small networks small networks PROTAGONIST ANTAGONIST emotional camps emerge as patterns brands become signiers for the codes of the groups we aliate with. brand A brand B 12
TIM STOCK SUMMER 2014 reasons to believe 13 mobile culture as cultural pattern the expression of use becomes the evolving brand meaning
TIM STOCK SUMMER 2014 14 framing the notness
TIM STOCK SUMMER 2014 15 NO NOT YES framing the notness
TIM STOCK SUMMER 2014 16 MORE NOT LESS framing the notness
TIM STOCK SUMMER 2014 17 NOT framing the notness
TIM STOCK SUMMER 2014 18 STRONG NOT MILD what is the not of strong?
TIM STOCK SUMMER 2014 19 NOT the not of Starbucks in 2009?
TIM STOCK SUMMER 2014 20 language/ codes code language [simple][complex] [routine][ritual]
TIM STOCK SUMMER 2014 21 the codes for coffee in America coffee as expression of national identity
TIM STOCK SUMMER 2014 22 NOT the not of Voss?
TIM STOCK SUMMER 2014 23 code [simple][complex] language language/ codes [badge] [utility]
TIM STOCK SUMMER 2014 24 the pepsi generation in the 1960s as the not of your (Coca-Cola) parents
TIM STOCK SUMMER 2014 what product is a not of Pepsi today? 25 NOT
TIM STOCK SUMMER 2014 26 the not of Pepsi plays out in the language of products
TIM STOCK SUMMER 2014 27 codes language language/ codes
TIM STOCK SUMMER 2014 28 language code [playful][iconic]language/ codes
TIM STOCK SUMMER 2014 29 code [knowledge][memory] language language/ codes
TIM STOCK SUMMER 2014 30 code [recipe][process] language language/ codes
TIM STOCK SUMMER 2014 31 [transparent][opaque] code language language/ codes
TIM STOCK SUMMER 2014 32 NOT the not of Body Shop?
TIM STOCK SUMMER 2014 33 [science][nature] code language [friendly] [prescriptive] language/ codes
TIM STOCK SUMMER 2014 signals stories from signal to story... synchronizing brands for purpose and sustainability 34 LANGUAGE CODES CULTURE
TIM STOCK SUMMER 2014 drip bars 35 trend narrative radiates through culture in affirmation of codes [subculture]
TIM STOCK SUMMER 2014 Language/Code Workshop Lets analyze some more packaging 36
TIM STOCK SUMMER 2014 what language can you nd? 37 what are the codes? language? code? Code Exercise
TIM STOCK SUMMER 2014 Code Exercise what language can you nd? 38 what are the codes? language? code?
TIM STOCK SUMMER 2014 Test Run (3 groups) 39 language
TIM STOCK SUMMER 2014 examine every part of the package 40 examine the package carefully
TIM STOCK SUMMER 2014 List all the words and symbols can you nd in the product separately on the post-its inventory of language 41 nouns adjectives ingredients graphic elements other language
TIM STOCK SUMMER 2014 Organize your inventory of language on the wall nd codes 42 ingredients adjectives graphic elements word/ phrase word/ phrase word/ phrase nouns word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase word/ phrase CODE(S)? Scan language for codes and narrative themes word/ phrase word/ phrase word/ phrase
TIM STOCK SUMMER 2014 connect codes to cultures that drive their meaning 43 CULTURAL MEANING What subcultures arm these codes?
TIM STOCK SUMMER 2014 Week 2 Critique work through the same process with one of the products you sourced 44 language
TIM STOCK SUMMER 2014 30 x 40 foam board 45 Mood Board Critique (teams of 2) single page pdf uploaded to Canvas single page printout brought to class
TIM STOCK SUMMER 2014 example 46
TIM STOCK SUMMER 2014 example 47 O R G A N I Cm o s t u s e d w o r d o n p a c k a g i n g , s h o w s u p 1 0 x plays in to beliefs and trends moving away from technology & synthesis and returning towards our roots in nature you arent just buying a beverage, you are buying in to the idea that through consumption of material objects you can return to your optimal healthy self C A N T S E N D Y O U T O F I G I B U T C A N B R I N G Y O U K I N G K A V A vacation in a bottle escape from reality cheaper than a real vacation beach culture/stoner culture D I E T A R Y SUPPLEMENT consumer health trends point towards stress & tension as we see a rise in anxiety and insomnia concern for stress globally and on a personal level mood beverages are tied to this natural food movement which people believe will improve their quality of life. the use of this language acknowledges the trends towards the quest for a higher quality of life and well being pendellum swings from rX and stimulants towards natural alternatives with relaxing and balancing effects this product taps in and appeals to good lifers and yoga moms moving away from products providing an immediate need for energy to finding balance & long term wellness I T S A S T R E S S F U L W O R L D belief in the mainstream appeal of calming & mood settling products L O V I N G L Y H A N D M A D E this communication taps in to larger local trend themes desire for products that are unique and have human touch & craft not mass produced or mainstream D E L I C I O U S O R G A N I C T E A T H A T W I L L P U T Y O U A T E A S E W I T H O U T P U T T I N G Y O U T O S L E E P relaxing but allows you to focus and maximize functionality rise in funding behind GABA & L-theanine draws from tea culture
TIM STOCK SUMMER 2014 example 48
TIM STOCK SUMMER 2014 example 49
TIM STOCK SUMMER 2014 grading criteria 50 EFFECTIVELY SOURCE A PRODUCT How well sourced is your product? Is it interesting? Is the product current/timely related to emerging cultural phenomenon. DEVELOP A UNIQUE PACKAGE TAXONOMY How well have you taken inventory of the key signifiers