The significance of semiotics in branding and market research
Andrea Basunti
Semiotics sounds complicated, even mystical. But it deals with something all of us do all the time–make sense of the world around us through signs. From the unequivocal (for example, dark clouds signal rain) to the indefinite (for example, a firm handshake suggests confidence), we 'read' the world through signs.
Semiotics is often perceived as an arcane discipline, but this article will provide some insights into how it can be used commercially in the context of branding.
WHAT IS SEMIOTICS?
Modern semiotics was born at the end of the...