Semiotics in Interactive Media

Find a website to use an example for our discussion today

Learning Aims:

• All of you will be able to analyse interactive media design

• Most of you will be able to use examples of the interactive media uses

• Some of you

What is semiotics?

• How can it be used in interactive media?

Can you remember what the following terms mean?

• Signified

• Signifier

Websites use semiotics in the following ways:

• Colour• Icons• Imagery• Words used

Icons • Icons are symbolic graphics which help

communicate to the user with simplicity.

• Often used to help the user navigate better.

• Often clear and simple.

• Clearly and visually represents something so that the user can quickly see what they need to do rather than using lots of text.

Icons and semiotics

• Usually used to visually represent something so that the audience can clearly and quickly identify what the icon means without words.

What the icons on your website example mean?

Colour • Colours can indicate a deeper

meaning

• They can influence and reflect a mood

• After time colour branding can be used to associate with a product.

• Websites often reflect this colour branding.

• Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This

• instinctive response makes red aggressive, energetic, provocative and attention grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger

Cool blue is perceived as trustworthy, dependable, responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.

In general, green connotes health, freshness, environmental consciousness and serenity. Howevergreens meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.

In every society, yellow is associated with the sun. Thus, it communicates optimism, positivity, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy, confidence and playfulness. The eye sees bright yellows before any other color, making them great for displays.

Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty.

Pinks message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement. Dusty pinks appear sentimental. Lighter pinks are more romantic.

• This earthy color conveys simplicity, naturalness durability and stability. It can

also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta can convey an upscale look.

• White connotes simplicity, cleanliness and purity. The human eye views white as a dazzling colour, so it immediately catches

the eye in signage. White is often used with infant and health- related products.‐

Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy

• Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the

cheer of yellow, orange is viewed as sociable and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care,restaurants and beauty salons

How and why are colours used on your website example?

Images • Images can be used in

many different ways to signify a deeper meaning.

• Often images have hidden messages, or forms of symbolism within them that tell us something about the mood, what’s happening or a symbolic meaning.

Words used

• Words can be used to evoke thoughts and feelings.

• Websites often use tag lines, slogans and titling to evoke deeper thoughts about what they stand for.

TASK: Use lesson 4 on Moodle and write for your assignment:

Interactive Media Design: What you need to know.

Today’s Lesson:• Discuss semiotics • Give examples of how it

has been used in interactive media.

• Discuss:- Imagery- Words- Colours- Icons