This Means That

This Means That: A User's Guide to Semiotics


Semiotics: the theory of signs

Signs represent a symbolic relationship between two or more things. How can one thing mean another (for example, apple=health)? We subconsciously analyze relationships between things and form connections in our brain based on cultural context. Different cultures will make different links and not all symbols will have the same meaning when taken out of that context.

In a photo of Adam and Eve, an apple will signify temptation. In other contexts, it will signify health or fruit in general.

We also make references based on cause and effect. A black eye will signify a punch in the face, smoke signifies fire, ticking signifies a clock or time, etc.

We create symbols drawn from the nature of an object. A dove represents peace, a lion represents strength and leadership, a lily represents purity, and so on. In the case of these symbols, we need to know what they stand for in advance; we can't necessarily derive their meaning just by looking at them.

Depending on where we place emphasis, the meaning can shift as well. In the sentence, "I didn't eat Grandmother's chocolate cake," try placing emphasis on each different word. "I didn't eat Grandmother's chocolate cake" has a different meaning than, "I didn't eat Grandmother's chocolate cake," etc. These same transmittal changes can be applied to any message. A writer message is meant to be received by a reader. A designer's message is meant to be received by a viewer. As designers, we must watch for ways to convey different meanings in these various ways.

In addition, there are different ways to mean things. A statement can be sincere or sarcastic. The tone of voice, facial expression, and other communication methods can change the meaning of a message even if the message itself is the same.

Methods to alter the meanings include simile, metaphor, metonym, synecdoche, irony, lies, impossibility, depiction, and representation. Each of these can be manipulated to give new insight into ideas and meanings of images, objects, and texts.

Sometimes, the communication tools lie not in what you include, but in what you leave out. Gestalt or implied information.