5 minute read
What is the meaning?
Are you seeing what you think you see?
It turns out that everyone is a semiotician, because we constantly and unconsciously interpret the meaning of signs around us such as words, colours, shapes and much more.
Reading between the lines
Semiotics explores how meaning is created and communicated. It originated from the academic study of signs and symbols, both visual and linguistic, and has evolved into a lens through which we can understand the significant impact of our cultural landscape on our lives. Swiss linguist Ferdinand de Saussure, one of the field’s founders, defined semiotics as “the life of signs within society”.
Our actions and thoughts, which are often automatic, are shaped by a complex set of cultural messages and conventions that we interpret instinctively. Semiotics began by focusing on the meaning of words (linguistics) and has since expanded to explore human behaviour (anthropology and psychology), culture and society (sociology and philosophy), and cultural products like films, literature and art. More recently, it has evolved into a methodology for researching consumer behaviour and brand communication, especially in today’s postGen Z, “woke” world.
The semiotic playbook
The early foundation of this social science has transformed into a thriving industry where semiotic thinking is applied to understand the cultural implications of brands and their impact on consumers. Semiotics can evoke emotional responses; for example, a brand might use warm colours and playful imagery to convey joy, while darker hues and serious imagery communicate sophistication or grandeur.
Of course, being in Namibia, I only learnt about this trend because someone I know has a niece who researches words and their emotional effect for major brands. Her job is to study how a word like “quality” influences consumer perception. Thanks to her work, a major multinational grocery store based in England now carefully chooses to use the word “premium” in its advertising because of its positive impact.
Culture plays a significant role in consumer behaviour. Consumers no longer just buy products but often also the success, status or lifestyle associated with them, driven by subconscious perceptions and emotions tied to the brand. By analysing signs and symbols, semiotics uncovers these hidden elements and is increasingly integrated into brand communications and market research. It helps brands communicate subtly with customers, guiding them on which signs to embrace or avoid, and whether proposed messages are likely to resonate.
The great coffee cup colour experiment
The way we interpret signs and colours has long influenced our enjoyment of various experiences and is not exactly new. In fact, in 1964, Ernest Richter, the “father of motivational research”, did a fun study that showed just how much a cup’s colour can mess with our taste buds. He had people sip coffee from four cups of different colours – brown, red, blue and yellow – and asked them what they thought. Here is what they said:
• 73% felt the coffee in the brown cup was “too strong”.
• 84% of the women thought the coffee in the red cup was rich and full-bodied.
• The aroma of the coffee from the blue cup was rated as milder.
• Coffee from the yellow cup was perceived as a weaker blend.
The kicker? All four cups had exactly the same coffee inside.
In other words, the colour of the mug can significantly influence the consumer’s multisensory coffee-drinking experience. This is why hotels and restaurants typically serve coffee in white cups.
Signs of the times
While experiments such as these are fascinating, it is also crucial to recognise that we are influenced by more than just the colour of our coffee cup. Semiotic shifts can be used against progressive ideas, showing that meanings can change and be twisted to fit certain agendas. Just like brands use signs and symbols to show who they are, so do movements – whether it is a cause or a political party. Politicians often use symbols that tap into what their audience values, like calling on “patriotism” to drum up support. By understanding the meaning behind words, they can craft messages that hit home and sway opinions.
Lately, there has been a surge of interest in how language can manipulate us, especially with media shaping the way we think. Interestingly, people who end up brainwashed often still have critical thinking skills. It is not that they have lost their ability to think, but rather their thoughts have been rerouted into a new paradigm.
Interestingly, people who end up brainwashed often still have critical thinking skills. It is not that they have lost their ability to think, but rather their thoughts have been rerouted into a new paradigm.
In today’s world, where awareness and sensitivity to social issues are paramount, it is crucial to remain vigilant about how language can shape perceptions and influence conversations. We need to ask ourselves the tough questions from time to time: Do I believe things just because someone told me? Am I overly confident in my beliefs? Do I make an effort to verify what I hear or read?
In a world where meanings can shift in an instant, the signs around you might be designed to influence your thinking, so staying curious and questioning have become essential.
