Semiotics

Semiotics is the theory behind interpretation and understanding of signs. Everything we see can be viewed as a sign if we believe it to be signifiying something other than being simply an object. 

The two dominant figures in the exploration of the theory of semiotics is Ferdinand de Sausure and Charles Sanders Peirce.
Saussure believed that there was to parts to a sign: 

• The Signifier - the form of the sign
• The Signified - The thing the signifier is referring to.

I.e. The word 'CAT'.
The letters C.A.T represent the signifier, while the physical cat itself is the signified.
A pheesable combination of these two is what creates a 'Sign'. 

Just because one signifier stands for one thing, does not mean that it cannot stand for another. The word 'CAT' could also be seen on a pair of work boots and would be referring to the workwear brand 'CAT', rather than a feline. This means that this is a different sign. 

Peirce's approach was that there was three parts to a sign within the boundries of semiotics: 

• The Symbol - The form of the signifier that does not resemble the signified. The relationship between it and the signified must be learnt.
• The Icon - A simplified version of the signified which resembles it and associations could be made on first impression.
• The Index - Where the signifier is not arbitrary but dirrectly related to the signified

I.e. in reference to the male gender:
The symbol = Male Gender Symbol ♂
The Icon = The symbol on Male toilets
Index = A man


As well as explicit signs, such as those explored by Peirce and Saussure, there is also something called colour semiotics. While Interpretation of colours is an entirely unique and personal response, here are still numerous recurring themes throughout each culture in the way in which people respond to them. This has helped to create a series of universal visual signs and symbols which mean the same in every culture, regardless of their accompanied text I.e. Road signs and directions. 

One of the key aspects of semiotics is colour theory. This is the connection between a colour and it's meaning I.e. Red means stop, green means go. Despite there being some which are viewed as more universal, colours have drastically different meaning in some countries to others, as shown in the image below: 

As is visible in the picture above, red, or black, is universal for it's portrayal of anger, or evil, but the definition of which colour represents something which 'repels evil' is far more muddled, with yellows, reds and greens all viewed as the most representative. Colour theory is something which strongly influenced Bauhaus professors, Paul Klee, Wassily Kandinsky and Johannes Itten.