Copyright © 2003/4 Bolton Institute Semiotics Semiotics – the study of signs –Taken from the Greek word for sign – Sema What do we mean by Sign?

Copyright © 200Copyright © 2003/43/4 Bolton Institute Bolton Institute

Semiotics

• Semiotics – the study of signs– Taken from the Greek word for sign – Sema

• What do we mean by Sign?


Semiotics

• Signs are everywhere and help us read messages when there isn’t time to actually read reams of text.– Road signs are the obvious example

• Semiotics therefore is the study of visual signs– This is true but it is also the understanding of:

• Drawings

• Painting

• Photography

• Words

• Sounds – onomatopoeia for example

• Body language


Semiotics


Semiotics

• At semiotics lies sign.“Something which stands to somebody for something in some

respect or capacity”Charles S. Peirce on Semiotics 1955

– In this definition the sign needs to be interpreted and not in its self so direct as being the object

– We use sign and signification of object in 3 main ways:• Icon

• Index

• symbol


Semiotics

• Icon – a sign that stands for an object by resembling it, not just visibly but by any means

• We use icons heavily in multimedia in this way

• Indexes – refer to their objects by relation or linkage between sign and object

• Indirect like smoke to signify fire

• Symbols – objects by virtue of law• Direct in the example of text meaning the thing it represents like

‘dog’ allows us to visualise just that.

• By using these techniques we can develop codes and signs to identify objects or information implicitly


Semiotics

• Our natural inbuilt humanity allows us the ability to read this meaning without the need in many cases to have the experience of the object itself

• Semiotics is controlled/nurtured by culture manipulated by:

• Religion

• Government

• Education etc

• This is so natural that we only really notice its existence when we travel to a different country


What are Icons?

• Also referred to as iconography, iconograms, pictograms and diagrams is also linked with semiotics

• Multimedia normally terms any pictorial representation of an object or context is considered to be an icon

• Multimedia uses a vast array of imagery to make representations, both photographic and abstract

• In many cases we have become aware of semiotics in order the learn the meaning behind the navigation system maybe


Icons, Picons & Micons

• We use 3 different methods in multimedia based semiotics:– Icons – representing an idea or area

symbolically

– Picons – take this further and make a clearer

– Representation of this mostly through photography

– Micons – move into animation (animated gifs, flash etc)


Meaning?


Meaning?


Your work - priorities

• In your own work I would like you to consider the use of semiotics especially in your interaction document

– Why have you made the choices you have made

– What do they mean

– How will they work – sound, rollover?

• You should now be continuing your research in a more defined way

• Beginning initial design of logo, character, interface• Firming up decisions on colour, context and subject

Documents

Copyright © 2003/4 Bolton Institute Semiotics Semiotics – the study of signs –Taken from the Greek word for sign – Sema What do we mean by Sign?