The connection between the hottest semiotics and g

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The relationship between semiotics and graphic design the emergence of Semiotics in order to achieve this and develop, as early as in the primitive society, people had practical and aesthetic needs, and had begun to engage in primitive design activities, enriching people's lives with conscious or unconscious symbolic behavior. From oracle bone inscriptions to totem patterns, they all record the orderly progress of ancient social life. Japanese scholar yoshihihiko takeyama pointed out that when a thing represents another thing as a substitute for another thing at the specified speed in 6.4, its function is called symbolic function, and the thing that bears this function is called symbol

semiotics comes from semiotikos in ancient Greek. The study of modern semiotics originated in the early 20th century and developed in the 1960s. Swedish linguist Saussure and American pragmatist philosopher pierce are the founders of modern semiotic theory

semiotic theory holds that human thinking starts from understanding the image, the image of things is recorded in the brain to form concepts, and then the cerebral cortex summarizes, sorts out and stores these concepts derived from actual life experience, so that various objects and processes in the external world and even their own thinking world can form their corresponding images in the brain; These images are based on the narrow sense of language, but also expressed in the broad sense of language, such as visual graphics, words, language, body movements, music and so on. This combination of narrow sense and broad sense language is called symbol

2 the relationship between semiotics and graphic design. The whole process of graphic design is a process of visualizing and symbolizing creativity. The designer selects, transforms and combines the visual elements according to the design intention, and organically associates and codes the visual elements to form a specific symbol system. Graphic design is to convey information by means of graphic symbols. Graphic symbols are a kind of visual information, a visual means of meaning, an intuitive way of expression, and a way of viewing communication

1) graphic design is a thinking process of symbolizing creativity

graphic design is a process of symbolizing the world, a process of visualizing and symbolizing creativity. The designer selects, transforms and combines the visual elements according to the design intention, and organically combines the visual elements; On the other hand, human beings use symbols to think, and symbols are the elements of thinking. Graphic design is to plan the position, proportion and relationship of fonts, graphics and images in a two-dimensional space for the purpose of information transmission. Undoubtedly, this is also a special thinking process, but at the same time, it is also a thinking process in the general sense. This is a thinking process from the designer to the psychological activities of the audience, and this continuation depends on the symbols of the thinking subject

2) graphic design can be said to be symbols

graphic symbols are the combination of signifier and signified, and the intention is the behavior of the combination of signifier and signified. The intention function of plane graphic symbols is hierarchical, which can be divided into two levels: direct intention and implicit intention. All intention systems contain an expression plane and a content plane, and the function of intention is equal to the relationship with the two planes

in essence, graphic design aims to convey information through print media, which determines that it must be a part of broad language. Therefore, graphic design itself is an expression of symbols; At the same time, it is based on the way and principle of symbols. It can be seen that the rationality and accuracy of the use of symbols are so important for the purpose of information transmission. The designer uses a symbol x to accurately express the information of Y in the design process, and the accuracy of its communication determines the success or failure of his work

3 application of Semiotics in graphic design

the research on graphic symbols includes three aspects: (1) graphic symbols with direct intention. That is, it is formed by simulating the similarity between objects. Image symbols reproduce part of the visual information of the image, while graphics use the relationship between different images to build information and meaning, and the audience reconstructs the meaning of symbols in information interpretation; (2) Indicator. That is, there is a spatiotemporal relationship between the signified object and the symbol. People identify the reference of the symbol through the indicator, and its simple schema has intuitive characteristics. In images, the relationship between symbols and objects, that is, the relationship between signifier and signified, shows a certain nature of commonality: a kind of consistency about images displayed by symbols is recognized by the audience to achieve the purpose of cognition; (3) Symbols. That is to say, there is similarity in nature between the signified object and the symbol, but no similarity in shape. It is the result of the assimilation of group thinking

in graphic design works, the three different levels of symbols convey different information with different visual elements, so as to carry out graphic creativity and overall planning for the symbol system. There are similarities between graphics and their objects, which are shown as follows: first, graphic symbols are very similar to their objects. For example, the photos of houses for sale in real estate sales advertisements are a reproducible graphic symbol; Secondly, metaphorical symbols and objects have common properties in concept. If an express company chooses aircraft as its logo, this is a metaphor. The common point between trademark and express company in concept is fast. What if the express company uses the mythical figure Nezha as a symbol? Then its metaphor is also quick, and it also reveals more interesting and humorous emotions in the process of symbol transmission

figures, signs and symbols indicate the possible nature of a symbol, which are interdependent and mutually driven. For example, the characteristics of a roll shaped cake can be seen from the roll shaped signboard on the outer package of the cake. The roll shape is not only a symbol of cake goods, but also a graphic. It can attract customers. At the same time, it is also a business. Because the resonant fatigue testing machine cannot work at one frequency. It can be regarded as a symbolic symbol, symbolizing the traditional symbol of a famous brand pastry in the pastry industry. It can be seen that in graphic design, visual elements such as graphics and words constitute the symbol system. The symbol system endows them with specific referential functions in the overall arrangement. When the referential functions are consistent with their object functions, they can properly play their due role in information transmission. This requires designers to look for the best visual expression of creativity in the relationship between the signifier and the signified of symbols

4 summary

symbol is the medium of human understanding of things. As the carrier of information, it is not only a tool for information storage and memory, but also a material means to express thoughts and feelings. Only by relying on the role of symbols can human beings realize the transmission of knowledge and mutual communication. At the same time, design is a comprehensive interdisciplinary subject. Designers should start from the above basic views and explore the potential of symbols. Semiotics, as an interdisciplinary comprehensive science, its broad and profound principles and methodology are quite common and in-depth in the research and practice of various applied disciplines. As one of the means for human beings to express consciousness and convey culture and information, so is graphic design. When I travel 500-600mm, I can tell you that you should skillfully grasp the symbol system, weave new experience and insight into the symbol creativity, and then apply it to the modern graphic art design, so as to create new personalized and cultural design symbols and ideas

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