Whether you are in Paris, Lyon, or internationally, semiotics is the study of signs and sign systems, their meaning and interpretation.
Systematic study of the signs that allow communication, whether visual, textual, verbal. Semiological analysis is concerned with the mode of production of messages, their articulation, their explicit or implicit meaning, their referents.
In marketing, visual semiotics is particularly valuable for the creation and analysis of logos, packaging and advertising creations.
In particular, it makes it possible to research how certain signs can help more effectively convey an advertising message to consumers. “The semeiotic effect, not the physical effect, is the dynamic interpretant. The sign can produce dynamic interpretants which are feelings, emotions or moods. We can classify a sign according to these affective interpretants by sympathetic signs, ”writes David Savan.
Because the semiology dear to the linguist Ferdinand de Saussure is often considered as a general science of sign systems, the term “semiotics” is sometimes used as a synonym, or even “semiotics” in respect of the Greek spelling dear to Charles. Peirce.
Some purists sometimes put forward the differences between semiology and semiotics. In any case, semiology should not be confused with semantics. Semiology is often taken advantage of by marketing: “Determining the positioning of a brand starts with analyzing the ‘positions’ of other brands.
The semiology which analyzes the signs, the meanings and the sensitivity of the brands is then a tool in phase with this marketing objective, and this all the more so when one develops a dynamic analysis which updates the outdated communication niches and those which are formed ”, Renaud Degon analyzes.
Removing stereotypes from design: design is not just a material notion. The digital world has assimilated this concept, large web companies now use Design Thinking to create user-friendly platforms.
Being ready to invest.
Design Thinking could be like R&D. It takes a long phase of analysis to develop a suitable product. Research is expensive and requires a certain financial and human investment.
Used well, it can become a formidable weapon that will set it apart from the competition, if not eclipse it. Novelty is crucial today in the objective of commercial conquest. Design Thinking makes it possible to achieve a considerable capacity for innovation.