Semiotics in Design

By Joanna Dcunha
 LEARNING GOALS

Topics Learning outcome

• Stylism and deconstruction. • Identifying semiotic cues in fashion
• #1 Semiotics- Signs, Signifiers and Subcultures.
Signified.
• Changing Signs, developing codes. • Identifying semiotic cues in Indian
Fashion and International fashion
• #2 Semiosis- Reprsentamen, Object,
Interpretant.
• #3 Myth by Roland Barthes.
What is Semiotics ? and why are we studying it ?

• Semiotics is the study of signs

• Semiotics is the study of meaning. It’s the oldest study of the artificial.
Because every sign we designed, and the meaning we attached to it, is
an artificial construct.
• Design is the thinking and the making of signs.
• It’s essential we know the visible and hidden powers of the meanings
our designs convey.
 Stylism
There is more to stylism than you think
 Futurism
Stylism. Brutalism
Impressionism
A few examples
Expressionism
Cubism
These here are Art Movements.
But these are only one part of our Fauvism
study.
Surrealism
Modernism
Constructivism
Dadaism
Surrealism Futurism
Dali Gino Severini.
1912
 Brutalism
Spomenik Memorial in
Yogoslavia

Brutalism
Geisel Library
California
Aesthetic Style
All encompassing
 Aesthetic Style Periodic Trend
A few examples Design movement
Commercial brand
Style is prevalent everywhere. Cultural Style
Genre
Music
Films
1. Stylism and deconstruction.
2. #1 Semiotics- Signs, Signifiers and
Signified.
3. Changing Signs, developing codes.
4. #2 Semiosis- Reprsentamen, Object,
Interpretant.
5. #3 Myth by Roland Barthes.
 Deconstruction
BREAK IT ! DISECT IT ! POKE IT . PROD IT !
UNDERSTAND WHAT MAKES IT TICK!!
KNOWING THE PARTS
TO RE-USE
Color? Positions? Proportions?
Texture? Weight?
Shape? Silhouette? Architecture?
Movement? Speed?
Mood ? Feeling? Music?
Organic? Angular?
1. Stylism and deconstruction.
2. #1 Semiotics- Signs, Signifiers and
Signified.
3. Changing Signs, developing codes.
4. #2 Semiosis- Reprsentamen, Object,
Interpretant.
5. #3 Myth by Roland Barthes.
 Semiotics

semiosis Myth
Semiotics/ Semiology
Signifier Signified Sign

Ferdinand de Saussure
 SIGN
Signifier Signified
( Things, ( Mental
physical, construct,
expression) meaning,
concept)
 Present in all designs in
the form of discreet
SIGNS & SIGNIFIERS features and the overall
effect in the aesthetic
composition. The
designer can create and
manipulate these
throughout the design
process.
Semiotics in Marketing
 Signified: What is
evolved in the mind
– mental concept

Anything that conveys

meaning

Signifier: Things that give

meaning word/ image
 Changing signs,
developing codes.
A 2D explanation
 a code is a set of conventions or sub-codes currently in use to
communicate meaning. The most common is one's spoken
language, but the term can also be used to refer to
any narrative form: consider the color scheme of an image (e.g.
red for danger), or the rules of a board game (e.g. the
military signifiers in chess).

What is CODE in Semiotics??

• This 2D shape, refers to a 3D
scene. What could it be?
• There is a point of difference.
• They are derivatives.
• Each derivative can change
the whole code.

Code in such a way that

limits the range of possible
meanings
1. What is the first object that comes to
mind?

2. Small changes in the

sign changes the
character of a design.
Changing signs to create
difference within a code.
• There is an overall
character change.
• The main idea remains
the same.
Semiotics in Fashion.
1920’s Fashion. An example
The theme board.
Deconstruction
Deconstructing
1920’s fashion

https://vinta
gedancer.com
/1920s/flapp
er-outfit-cost
ume-guide/
 Example of replicating the codes. As
sold on Vintage shopping sites
https://www.unique-vintage.com/collections/flapper-1920s?ir_affid=39177&ir_cid=834&ir_clickid=wDixKtUdXxyLWgEwUx
0Mo3QMUkBVMSR-UXsPQM0&utm_campaign=ONLINE_TRACKING_LINK&utm_medium=Vintage%20Dancer&utm_s
ource=ImpactRadius
https://www.unique-vintage.com/collections/flapper-1920s?ir_affid=39177&ir_cid=834&ir_clickid=wDixKtUdXxyLWgEwUx0Mo3QMUkBVMSR
-UXsPQM0&utm_campaign=ONLINE_TRACKING_LINK&utm_medium=Vintage%20Dancer&utm_source=ImpactRadius
Changing signs to create difference
within a code. Seen done by
International designers.
Ralph Lauren
New York Fashion Week
Fall
2012
Gucci
Milan Fashion Week
Spring
2012
Oscar De La Renta
New York Fashion Week
Spring
2017
 Semiotics

semiosis Myth
 Semiosis
REPRESENTAMEN OBJECT INTERPRETANT

By Charles Peirce 1839

 Sign is the consequence of the 3-way
relationship between representamen, object
and interpretant.
definition.
CA
DI
LL
AC
 FOR CADILLAC
R O I
Representamen Object Interpretant
(Initial inferring of a sign) (connects the sign to the (The effect of R plus O. It
world) can be an abstract idea.)

• Shine • Chrome • Flash

• Glossy • Contrast • Luxury
• Pointy • Wings • Rocket
• Grid • Grill • Burn
V
ES
PA
SC
O
O
T
E
R
 FOR VESPA
R O I
Representamen Object Interpretant
(Initial inferring of a sign) (connects the sign to the (The effect of R plus O. It
world) can be an abstract idea.)

• Wasp • Whizzing
• Body • Buzzing
• Graph • Flying
• Headlight • Zoom
 Semiotics

semiosis Myth
 Myth
Denotation Connotation
Signifier Signified Signified
sign sign

By Roland Barthes (1915)

 The Myth theory.
• Barthes' Semiotic Theory broke down the process of reading signs and focused
on their interpretation by different cultures or societies. According to Barthes,
signs had both a signifier, being the physical form of the sign as we perceive it
through our senses and the signified, or meaning that is interpreted.
• Every ideological sign is either a Denotative sign system or a Connotative sign
system. A Denotative sign, which is a strictly descriptive system, is the result of the
signifier image and the signified concept combining. A Connotative sign is one that
has lost its historical meaning. This could be due to a number of things including:
changes in culture or terminology, an event, or even just evolution.
Denotation' tends to be described as the definitional, 'literal',
'obvious' or 'commonsense' meaning of a sign.
The term 'connotation' is used to refer to the socio-cultural and
'personal' associations (ideological, emotional etc.) of the sign. 
 Denotation Connotation
Signifier Signified Signified
sign sign

1. Interpreting signs in the way Barthes proposes requires the designer to engage with signifier-signified interface in this
way.

Signifier Signified FORM CONCEPT MYTH

2. In simpler terms, it can be expressed as this.

WINGS THIS CAR CAN FLY OUT OF THIS

FINS ROCKET SPACESHIP
WORLD

3. The Cadillac style Example.

 Signifier Signified FORM CONCEPT MYTH

FINS
WINGS/ FLYING
WASP POISONOUS THE SCOOTER HOVERS AND STINGS
LEVER INSECT

4. The Vespa Style example using shapes as signs.

The denotation of the following print advertisement for the
Dior perfume ‘Cherie’ (DEMETER 2013).
is a young women being lifted above Paris by a pastel
coloured bunch of helium balloons whilst clutching a giant
sized bottle of perfume being advertised.
1. The connotation of the advertisement is the feeling of
being free-spirited, adventure and escapism by being
lifting up into the sky and being able to drift over the
skyline of Paris.
2. The overall myth relating to this ad is the idea that youth
is full of freedom and spontaneity, a time to let your hair
down and travel the world.
3. The traits of this myth are what Dior is suggesting you
will embody if you buy this product.
4. The second myth I see here is that Paris is commonly
referred to as the ‘City of Love’, which insinuates that if
you buy the advertised perfume your life will transform
into a story from a romance novel.
5. There are numerous signs (signifier + signified) within
the image below that all work to communicate the
brands message of beauty, youth and fantasy
1. SIGNIFIER: Pastel Colours SIGNIFIED: Soft, Candy, Childlike.
2. SIGNIFIER: Balloons SIGNIFIED: Celebration, Party, Fun.
3. SIGNIFIER: Pink Ribbon logotype SIGNIFIED: Feminine, Soft,
Smooth.
4. SIGNIFIER: Paris SIGNIFIED: Romantic, Beautiful, Historical.
5. SIGNIFIER: Branding SIGNIFIED: High end, Luxury, Expensive.
6. SIGNIFIER: Young woman SIGNIFIED: Beautiful, Attractive,
Desirable.
7. SIGNIFIER: Models demeanour SIGNIFIED: Relaxed, Blissful,
Dreaming.
1. Denotative / Signifier: A blonde woman wearing black
dress. She is wearing a necklace. She is wearing
makeup. Her eyes are dimmed. She has a mark on her
face. There is cleavage showing. Open mouth.
2. Denotative / Signified: This is Maryln Menroe OR this
is a women
3. 2nd Order of Signification: She has drug overdosed. She
has a sexy pose. She is a government agent. She
exemplifies glamour with her star quality. Fail marriage
with Arthur Miller
4. Myth: Hollywood tragedy of seeking fame and fortune,
but celebrities’ life unravels, and goes downward
5. Interpretations of images are constrained by our
culture of knowledge
In the Panzani advertisement, the name Panzani does not simply
indicate the name of the company or brand, but has an
additional signified, which is Italianicity.
The linguistic message is therefore twofold in this image, being
denotational and connotational. This is counted as one message
since we only have a single sign (Panzani) in written language
A second sign is less evident; the signifier of the bringing
together of the tomato, the pepper and the tricoloured hues of
the poster. Its signified is Italy, or rather Italianicity. This sign
therefore stands in relation of redundancy with the connoted
sign of the linguistic message (the Italian meaning of the name
Panzani). The knowledge it draws upon is already more
particular, specifically French knowledge .

LINGUISTIC - CODED - ICONIC

What we have done today

1. Stylism and deconstruction.

2. #1 Semiotics- Signs, Signifiers and
Signified.
3. Changing Signs, developing codes.
4. #2 Semiosis- Reprsentamen, Object,
Interpretant.
5. #3 Myth by Roland Barthes.
What you need to do

Semiosis/Semiotics/myth
15 examples in black and white
3 slides