Treasure Hunt Part 1: Semiotics You can complete these in any order, work in groups of two or three.

Who is credited with being the originator of Semiotics?

Name a range of professions that have included Semiotics in their operation.

Briefly describe the difference between IconIndex and Symbol signs. Who originated this theory?

Define the difference between denotation and connotation. Who used this idea to analyze advertising and other contemporary media?

Dualit Radio, designed by Seymour Powella. name two index signs that

guide the user. Index signs can help to add ‘affordance’ to a design which we will learn about soon.

b. Can you describe a metaphor or an ‘icon ‘ sign that this radio uses to give it character.

c. What does the brand ‘Dualit’ symbolize? You can google their name and other products if necessary. Their toaster is a classic design they are most associated with

Kettlesa. Contrast the icon signs used

in beverage designs. Traditional Italian coffee maker or the one presented and the alessi kettle

b. You can google the influences that Michael

Graves had on the Alessi web site if necessary.

c. How do the materials ‘ indicate’ a feel of quality

d. Do you think Alessi has become a symbol for good taste?

Diamondsa. Define 4 different meanings

that diamonds can represent or ‘symbolize’. This will depend on your perspective and the context.

a. Phone & keychainHow have they created familiarity and style with semiotics?

Computer games:

Find 2 examples of each kind of sign within each computer game.

Packaging Design

Find as many of each sign as you can for the different packages, pay attention to the shapes of the bottles, the illustrations and even the fonts.

Toy Design

Contrast the brands of Brio and Thomas the tank engine by Fisher Price. Who are they aimed at and how is this reflected in the imagery, materials and look and feel of the product.