Primer - How to Do Semiotic Decoding
Many qualitative researchers know the term semiotics and have a lot of curiosity about it, but don’t quite know where to get their questions answered. This article is written as an imagined dialogue between a qualitative researcher and a semiotician—a curious seeker and a friendly teacher—to demystify semiotics and understand how a semiotic analysis is actually carried out.
Colour and its Myriad Meanings: A semiotic perspective
Colour is the most commonly associated sign or aspect of semiotics for branding and marketing. Colour as a sign among most brand marketers is rife with misinformation or skewed understanding. This article highlights some of the basic concepts of colour semiotics and their relevance especially for packaging development.
Changing the Narratives of Black – The Cred Story
I still remember a lot of gush and chatter around Cred. While most people of my generation were installing cred out of FOMO, the semiotician in me got curious i.e what made this fintech app so engaging and exciting for millennials, who actually bucket money and financial matters as ‘Serious / Boring’?
3 great semiotic hacks to up your UI / UX game
While these tips may come in handy for you the next time you work with your UI/UX design, we are convinced that there is great scope to create differentiation and resonance for every brand across multiple categories. Semiotics is the answer to take your UI / UX from ‘Supremely functional’ to ‘Supremely functional and Fun’.
Culture first or TG first
In this article, we explain our Culture First viewpoint, what we are talking about as well as its benefits for consumer insight and communication.
How can Semiotics solve Cultural Misalignment?
This dialogue is addressed to my fellow brand strategists and planners at communications agencies as well as marketers.
Brand Misattribution: The Wrecker of Marketing Investments
In the last two conversations that we had, you had described two problems that are often categorized as brand perception problems, whereas, in reality they are problems of poor semiotics. This included fuzzy brand image (lack of distinctiveness) and cultural misalignment. Is there a third problem that is misclassified as a perception problem, when it is actually a semiotics problem.
Brand Strategy and Semiotics: Fuzzy Brand Image is Caused by Poor Semiotics
In the last conversation that we had, you had explained how cultural misalignment comes about for brands and advertising. And showed how having a semiotician on the team can help avoid many pitfalls. In this conversation, we move on to the next brand challenge, which is fuzzy brand image, with very little distinctiveness.
Marketing Semiotics
Marketing semiotics decodes products, packaging, categories and culture as meaning systems to gain deeper insight into underlying mental models as well as learned concepts. These are the hidden influences behind consumers’ perceptions and choices as well as decisions.
Signs, Behaviour and Behavioural science: Where is the Meeting Ground?
This blog post is addressed to all behavioural scientists, practitioners, students and those generally interested in the science behind consumer and human behaviours, with a goal of bringing about behaviour change. Where does behavioural science stand in contemporary marketing and research?
The Meeting ground between Signs and Behavioural Science: Part 2
In the previous article, you had said that the meeting ground between signs and behavioural science needs to be considered separately and differently between closed and open environments. You had described how signs impact behaviour in closed environments. How should we think about signs in open environments?