Semiotics & Signs: How Meaning is Made in Design

These flashcards cover key concepts from the lecture on semiotics and how meaning is made in design, focusing on definitions, distinctions, and applications.

What is semiotics?

The study of signs and symbols in communication and how they convey meaning.

Who founded the study of semiotics?

Semiotics was founded in linguistics and cultural theory.

What are the components of Saussure's model?

Signifier (the physical existence) and Signified (the mental concept).

What is the difference between denotation and connotation?

Denotation is the literal meaning (objective) whereas connotation is the cultural, emotional, and symbolic meaning.

What are the three types of signs according to Peirce?

Icon, Index, and Symbol.

What does an Icon represent?

An icon looks like what it represents, such as a photograph or pictogram.

What does an Index signify?

An index provides evidence or a connection, like smoke indicating fire.

What is a Symbol in semiotics?

A symbol has meaning learned by culture, like logos or letters.

How do designers utilize semiotics?

Designers are meaning-makers and every choice they make carries connotation.

What is a sign in semiotics?

A sign is the whole that includes both the object and its meaning.

What does the term 'Signifier' refer to?

The form that gives meaning, such as a word, image, or sound.

What does 'Signified' mean?

The concept or meaning that is evoked in the mind.

How do advertisements utilize semiotics?

Ads use symbols to suggest lifestyle and aspiration, like freedom, luxury, or romance.

What does the term 'Fight Cancer' symbolize in the design?

Expresses strength and power, reinforced by imagery and contrasts.

What is the significance of the closing quote in relation to design?

It emphasizes that we live in a world of signs and that designing is about creating meaning.