Meaningful design
Semiotics, the study of signs and symbols, reveals that meaning isn't something that is ‘contained’ in the world, passively transmitted to us. We actively construct it through a complex interplay of signs and codes.
What does your brand mean to people?
As designers, our job is to understand what makes our clients meaningful to their audiences and incorporate those elements into our work. This means considering how our design choices influence interpretation and emotional response.
Every aspect of design—shapes, textures, logos, colours, and imagery—plays a role in creating cohesive themes that resonate with people. These elements are interpreted subjectively and can vary based on cultural influences. Yet, they all contribute to the overall meaning conveyed.
An evolutionary advantage
Meaning is evolutionarily ingrained in us. Constructing meaning has been crucial for human survival, allowing us to assess values, beliefs, and desires. In essence, meaning connects us as human beings and guides our decisions.
Anthropologist Clifford Geertz proposed that meaning is our ‘mind’s construction of reality, the translation of existence into conceptual form’. In essence how we transform the chaos of existence into understandable concepts.
He observed that as cultures evolved, so did our capacity to create meaning, thanks to the development of language, art, and social structures. Those adept at navigating these complex systems gained a distinct advantage in adapting and thriving in their environments.
Tom Podmore: Hieroglyphs in the tomb of Pharaoh Ramesses IV
A meaningful connection
So, what are you doing that's meaningful to your audience, and how are you communicating it?
The way your product or brand is designed plays a pivotal role in whether your message falls flat or makes a human connection.