Semiotics
Visual language can be read in a similar way to written languages. We read an image to
create meaning, to understand what it says and to construct narratives or stories around it. Images have a text that we can study, and the study of these texts is referred to as semiotics. Semiotics helps us to understand how signs and symbols are constructed and deconstructed and read by the reader or viewer. In semiotics, the author of a text does not necessarily have control over how it is read. It is the reader who constructs meaning. For example, a piece of pottery from 300 hundred years ago will be read very differently today than from when it was created; then it was a workaday piece of crockery, today it is a valuable antique. The object hasn’t changed but our reading of it has. In the design for the Sex Pistols’ ‘Never Mind the Bollocks’ record sleeve of 1977, Reid has used the visual language of cut up typography, common in the construction of ransom notes, to act as a metaphor for the band’s anarchic punk attitude. The viewer of this image is encouraged to equate punk with the lawlessness of kidnappers.
Icons and symbols
English like many other languages, is based on an alphabet in which abstract symbols
(letters) represent sounds, otherwise known as phonograms. Other languages, such as
Chinese, employ logograms or ideograms that represent whole words or concepts. Earlier
languages used much more representative hieroglyphs or pictograms to make connections
between writing and the world they represented.
Pictograms are still in common use today in the form of icons and symbols. Icons represent
the likeness of the thing they are trying to represent by imitating them; icons generally look
like the thing being represented, for example the icon of a pointing hand representing a
direction sign or simply an icon of an aeroplane to represent an airport. Symbols represent
more abstract ideas, such as the representation of permission: a green light for go and red
for stop. Semiotics, which explores how signs and symbols construct meanings, points out
that natural signs existing in nature, such as red blood, develop into conventional signs
where red starts to become associated with hospitals, warnings or danger.
Visual similes and metaphors
If we borrow two literary terms, simile and metaphor and apply them visually then we can
start to see how icons and symbols are constructed. ‘As innocent as a child’ is a simile that
likens one thing with another, child = innocence or x equals y. Visually, white might represent innocence, or perhaps a rounded form can represent it as opposed to an angular or sharp form. Metaphors link unfamiliar concepts, so x is y, even if the comparison might not have obvious connections. For example in Christian religious paintings the image of the Lamb has often been the metaphor for innocence.
Exercise: Signs & Symbols
In this exercise you will read existing signs, symbols and images, and then drawing on
their visual language create your own symbols.
Choose one of the following concepts:
- Danger
- Movement
- Love
- Here
How does existing visual language represent these concepts, for example both ‘danger’
and ‘love’ use red, while ‘movement’ and ‘here’ use arrows. Research the different similes
and metaphors that are in common use. Document them through drawings, collecting
examples and mind maps. Now create an alternative symbol to represent at least one of the concepts. Pencil and paper is the fastest and most practical way of working out your initial designs. You may then want to develop your idea further using computer software.
Exercise Response
Danger
The visual language of danger is usually presented using red, black and other bright, eye-catching colours such as yellow.
The words ‘DANGER’, ‘WARNING’, ‘DO NOT ENTER’, etc, may sometimes be seen in signs.
Danger signs and symbols mostly use geometric shapes – Triangles, squares, circles, hexagons, diamonds and crosses (X).
The use of objects and human silhouettes are used widely across danger signs and symbols, as well as rocks, water, vehicles, tools, explosives and nuclear icons.
Danger signs also use movement to demonstrate consequences – Falling rocks, a person slipping, or children crossing the road. These elements grab our attention and leave an instant impact. They are usually bold and can be seen from a distance. We immediately understand their importance.
Mind mapping: Danger
Love
The visual language of love is unrestricted but commonly consists of colours such as reds, pinks, as well as other deep and warm colours, or even pastels.
Love is portrayed mostly through the use of hearts and flowers and other references to couples, or families, sometimes animals and other associated objects related to common sayings or metaphors.
Love is familiar to all and is felt by many and therefore can be presented in many different ways. An example of love in visual form using animals, is the famous ‘love birds’, as shown above. You may also see bear’s hugging, or swans creating a love heart shape with their long necks.
Love is experienced by all individuals in different ways so isn’t always portrayed in the same way. For example, the love we have for our partner is very different to the love we have for our parents, or our pets and so on.
Mind mapping: Love
Here
Here represents destination / a certain location, the placement of something, or the direction in which someone or something must go.
There are no particular colours that are used present ‘here’, although some symbols can be seen in red or blue, usually like the icon we see on Google maps that shows our location, or the arrows and buttons we see on websites that show us where to click to visit another page.
‘Here’ is mostly visualised through the use of arrows, buttons, and various shapes such as circles, triangles and other geometric shapes.
Mind mapping: Here
Movement
I opted for movement as the chosen concept for this exercise.
Movement is present all around us, is is within us. It is the very ground we stand upon. There is no simple way to define movement and it is present in so many things we do.
Movement is usually presented using arrows, lines, and curves. Blurred lines can also give the impression of movement.
In Typography, placement or direction can imply movement, as well as a curved typeface, drips, blurs, smudges and so on.
A successful sign or symbol that implies movement gives a static image the ability to become alive in some way. This can be created in many ways. See examples further down.
Movement is also present in danger signs and symbols, whereby it is used to imply moving rocks, or someone slipping on a wet floor, or a person being electrocuted.
There are no specific colours that reflect movement, although brighter colours like orange, yellow and blue are generally more ‘active’ colours and therefore may be an option, but not necessary.
Mind mapping: Movement
Movement in Symbols
Swipe up arrow on smartphone icon with hand or pointer. Phone screen. Move finger. EPS 10
Movement in Typography
Movement in Photography
Movement in illustration
Sketches
Summary
Out of the above sketches, I decided that ‘Bass’ and ‘Speed’ would be interesting concepts to run with. I considered what elements would be required to achieve the desired impression of movement through these concepts.
Speed
- Travel / Travel method – Car, plane, motorbike etc
- Speedometer
- Traffic Congestion / Busy roads
- Whooshes / Lines / Arrows
Bass
- Speakers / Subwoofers
- Vibrations / Shaky lines
- Rippled liquid
Sketches
I then refined my sketches based on my above findings. Please see below:
Final designs
As you can see, I used a ‘ warning sign’ approach to display my symbols, which I think works really well on the yellow background and draws more attention to them.
Demonstrating bass was easiest done through the use of a speaker. I wanted to give the impression of vibrations, which felt the most familiar way to show base. I did this by creating a vector speaker and surrounding it with a distorted shape to imply movement coming from the speaker itself.
Demonstrating speed was easiest done through the use of a vehicle, either a plane or a car. For this exercise I opted for a car, to which I added a curved line to imply the car doing a handbrake turn or travelling along a winding road at speed.
Self Critique
Overall I believe my symbols have achieved the desired effect – To imply movement. This concept turned out to be the most difficult of the 4 (Love, Here, Movement and Danger), which I had not at all anticipated. The exercise required me to think more openly and consider all possibilities for movement.
There are things I would have done differently if my knowledge of the software was more advanced than it is, and my ability to illustrate was better, but these are all things in progress. I was quite impressed with the speaker I created, although looking at the designs now, I think a 2 colour vector would have worked better with the sign design, like a traditional sign would.
Graphic Design - Core Concepts: A log by Jade Wylie 