Semiotics

Explaining the world through signs and stories

Semiotics looks at the things culture makes – products, communications, brands – and analyses them to understand their underlying meaning. Semiotics can explain opinions and behaviours that consumers struggle to articulate, and provides us with fundamental cultural insights that can be used to inform creative and brand development.

Demystifying semiotics

Semiotics is about meaning: the analysis and interpretation of ‘signs’ in culture. Signs are everywhere – they are shortcuts and guides to how to think about virtually everything, from fatherhood to natural foods to cleanliness. Decoding signs in culture helps illuminate the meaning and relevance of brand categories across global markets.

Semiotic cues can be important for understanding why a product looks premium, budget, or niche, by dissection of visuals and language in a way that we don’t consciously process. Using the right codes helps build stronger brands, designs, communications and product innovations, and means understanding where your brand lies against competitors and within the larger cultural landscape.