Semiotics is a tool that sociologists and anthropologists use to study cultures. Quite simply, it is the study of symbols.
When we decode certain cultural symbols, we get a deeper understanding of society.
For example, the symbolic gesture of touching elders’ feet tells us about a society that gives respect to age. Thus, we understand why in India, we have age-bound promotions rather than it being a true meritocracy.
Symbols can be of any kind. When we see a man being shown on a motorcycle, as against a scooter, we form many opinions about him — that he is young minded, possibly does not have kids yet, is more independent, and so on. This study of symbols is called semiotics.
Creating right appeal As a design firm, we use semiotics extensively to embed symbols that connote specific values or messages to consumers.
For example, for a financial firm, we can show the ease of usage in many ways. A child blowing bubbles is one such possibility but the negative connotation of the bubble bursting makes the imagery not the right choice in the financial context.
Our brains think by association and it is important to determine the right association to communicate a concept.
When it comes to packaging, semiotics is an extremely valuable tool to create robust brands and win market share. Cartons carry drinks which necessitate drinking with a straw or pouring out in a glass. Both are more passive attitudes — and not very ‘cool’
The movement to a bottle — drunk straight by putting it to the lips — is a younger, more active way of drinking.
This transformation led to a significant increase in market share for the product – as did its graphic design that communicated pure lassi with fun and flavour.
With this move, the Amul Lassi is part of the consideration set of a younger consumer.
Alpana Parida is President, DY Works, a brand strategy and design firm that creates culture-based solutions for businesses