“Codes are clusters of semiotic signs which have no necessary or natural connection, but which are conventionally grouped together to achieve some effect. That last bit is important. In just the same way that a ‘picture of something’ is not a semiotic sign until, by common agreement, it is loaded with meaning, a group of items is not a code until the code is working to achieve something.”

Find out more by reading Using Semiotics in Marketing (koganpage.com)

#semiotics #codes #signs #symbols #culture #shapes #logos #icons #colour #moodboards #brands #branding #design #books #consumerinsight #marketing #marketresearch

Market Research Society (MRS), Kogan Page Marketing & Communications, Lawes Consulting Ltd, Dr Rachel Lawes, Joe Lawes

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This is one of the ten most highlighted quotes from Using Semiotics in Marketing