Semiotics
Semiotics offers an explanation as to how people extract meaning from words,
sounds and pictures. Semiotics proposes that three ‘classifiers’ exist: the sign,
the system and the context. A sign offers information by way of its content, the
system is the scheme within which the sign operates (such as a road-signage
scheme), and the context is the scheme within which the sign is placed (such as
nearby moving machinery). Many designs include symbolic references or signs
that communicate multiple layers of information.Denotation
This refers to the literal and primary meaning of an image or graphic. Denotation
means that something is exactly what it appears to be.Cognition
Understanding, knowing or interpreting based on what has been perceived,
learned or reasoned. The cognitive interpretation of an image depends upon
how it is presented. Our denotative interpretation of an image changes as the
presentation of the image alters. Such changes can be made by context,
colouration, juxtaposition or in other ways.Thinking in signs
Design Thinking
Refinement
Thames & Hudson (facing page)
Volumeis a book about Australian architecture firm John Wardle Architects.
The pages, which showcase the work of the architectural practice, are styled like
a sketchbook and feature sketches, photos, plans and annotations, giving a
sense of creativity in progress. This approach also reflects the firm’s collaborative
studio environment.Thinking in signs
A sign is a powerful communication
device: it can be easily recognised and
can convey complex concepts in a
simple fashion. Images can contain
different signs. Signs convey meaning
through processes of semiotics,
denotation and cognition.