Contextual Portfolio - Semiotics / Branding - Lecture Notes

Understanding of how visual communication works.
Systems which explore systems and signs.

Signs - we have an understanding of what they mean, we read the world around us as a system of signs. Certain signs represent things.

How words and images communicate meaning. 

A word can display an image in your head but everyones images will differ depending on your relationship with the word and your experience. 

Colour Semiotics

Coded information within colour to express a certain emotion. Your interpretation of a colour can depend on where you come from and your culture. 

Branding 

The use of colour to associate with their brand and identify the brand easily. They can make adverts competing without naming the opposing company and getting trouble, because people recognise the colours, and can associate them to the correct company. They use colours to stand out and be recognised. Well-known companies are recognised by their colours. 

Symbol - sign
Icon - Sign but more visual

Index - the real thing

My Thoughts

I think that the use of colours and understanding their meaning and associations is important when creating a brand identity and advertising as it is a way of connecting with the audiences as it allows you to create a strong relationship with the client/customer. When choosing colours you have to be careful to recognise that colours have different meanings in different cultures and belief systems. Overall colour semiotics is important to the effectiveness and success of a brand identity as colours can connote different emotions to the audience.