Semiotic Theory in Visual Communication

To answer the first question, here are the research on the semiotic theory so as to build a fundamental concept for the formation of the pictogram in aiding ageing population: 

Semiotic essentially is the analysis of signs or study of the governing rules of sign system. ‘Semiotic’ comes from the Greek word ‘Semeiotikos’ meaning an interpreter of signs. However, this process of interpretation is a complicated one.

Barthes declared that 'semiology aims to take in any system of signs, whatever their substance and limits; images, gestures, musical sounds, objects, and the complex associations of all of these, which form the content of ritual, convention or public entertainment: these constitute, if not languages, at least systems of signification' (1967, p.9).

Semiotic is a science that studies signs within the conceivable society and in fact, it is part of the social psychology. It is an assemblage of signs, such as words, images, sounds and gestures constructed and interpreted with reference to the conventions associated with a genre and in a particular medium of communication.

Language is one of the most common medium that semiotics employ, where ideas are expressed through the system of writing. However, assorted signs require a definitive presentation. For instance, analogical signs such as gestures, textures, tastes and smells, are signs that can be fathomed beyond words and it always signify emotions and feelings to the recipients. It is often expressed through visual, sensory and interactive arts. Analogical signs are not directly related to syntax (formal relations between signs) in the way that linguistic signs do.

As Bill Nichols notes that: 'The graded quality of analogue signs may make them rich in meaning but it also renders them somewhat impoverished in syntactical complexity or semantic precision (1981, p.47).

Therefore an effective medicinal label design should have the characteristic of an analogical sign, which has a richer explanation in a non-verbal manner. Its emphasis on the visual communication allows comprehension beyond linguistic boundaries. Additionally, the sign should be created in a contextualised manner according to the possible interpretations from the conceivable society to demolish the linguistic barrier.

Saussure’s signified and signifier

Like many semioticians proclaim, Ferdinand De Saussure (1857-1913) argued that an image is no longer only an illustration instrument, it should be the visual projection of the main elements in a communication process that is no longer fully sufficient through mere linguistics. Many people have an impression that images should be used as a tool to enhance a linguistic communication, but not taking the centre stage, even though there have been much said about a picture painting a thousand words. For centuries, this is a stereotype that human servitude themselves with. Therefore designers should always push the creative boundary to see the shift in the paradigm, to make communication susceptible to all mankind, where in future communication may be happen even solely with signs. 

Terence Hawkes quotes, in Saussure’s favorite concept of a tree, the relations between the concept of a tree (signified) and the sound image by the word ‘tree’ (signifier) create a picture of a physical leafy object growing in the earth. However, the word ‘tree’ has absolutely no ‘natural’ or ‘tree like’ quality in it (2003, p.14).

Therefore, based on Saussure’s theory, the assumption that language is self-regulating through time can be valid, because the structure of the language is able to create meaning of the word or images in a person’s mind. Likewise, an individual may receive verbal medical instructions from a staff nurse who is stationed at the pharmacy counter together with an illustration that explains the function and usage of the medicine as a label; undoubtedly this would reinforce the power of communication. 

Ferdinand de Saussure

Speculate upon the image that appealed in the virtual setting that creates understanding, where signs can be stimulated. Thus, elderly may disregard the limitation of their physical deficiency where deteriorating eye sight will no longer be a predominant barrier come to understand the medicinal instructions. The positive impact of visual communication through appropriate analysis of the signs changes the dynamics of a communication process.

           According to the principle from Saussare’s theory, since a signifier would create an image in human perception to signify a concept, regular public education of what this project is all about will help people to be familiarised with the new medicinal labels, especially the elderly. There will be a series of guidebooks with different languages to enhance the use of the new medicinal labels to bring about a heightened awareness and correct interpretation for each illustration. Furthermore, a well-planned public education campaign on the new medicinal labels will help designers design for an ageing population.

Peirce’s intricate interplay

Floyd Merrell states, Charles Sanders Pierce’s (1839 – 1914) says, ‘Intricate interplay where there are a synergy between firstness, secondness, and thirdness.

Firstness is an entity without definable part, which is only a possibility - it is not an identified concrete quality of something. Secondness is actuality – what happens to be at the moment of it happening here and now. Thirdness is probability – what would be, could be or should be, given a certain set of conditions.

Sign is often taken as something that stands for something to someone in some respect or capacity (2001, p.34).

Charles Sanders Pierce

Indeed, each individual interprets a sign according to how they were brought up and life experiences. This research discussed in the previous section that a sign symbolises a meaning for each individual. Through the study of Peirce’s semiotic principle, it is possible to identify the possible ways of a concept may create an impressional sign to an individual mind and this will enable insights into the formation of impression. It also helps to gain an understanding how an individual makes personal judgment on the visual information with specific pictorial materials given.

According to Peirce’s theory as mentioned, firstness is always a possibility, the unpolished signs that are presented to the receivers (2001, p.34). It is usually initiated by a sensation of having something that grasp the whole attention of someone and occupying the thoughts and permeating the consciousness in the virtual setting. Therefore the illustrations that would be incorporated onto the medicinal label should be visually appealing, comprehensible to general public where the subconscious may registered the signs in a person’s complex mind.

Secondness is existential. It happens in the real world with certain contact between sign and the interpreter; it actualises what was initially in someone’s mind in the reality, where it may be a draft concept, a blur image or simply a faint idea, that the interpreter may rationalise it in his make up, to bring about an understanding of the thinking in his mind. A sign illustrating a message can be tested in the daily routine of a person’s life. It may synergise the understanding of the sign and as a result, further strengthen the interpreter’s conviction to the sign system. For instance, a patient with a runny nose can usually be identified with a handkerchief. A simple and straightforward illustration like this may correspond to an unambiguous message to the target audience. Hence, this encourages better and clearer communication. 

The illustration that will be incorporated onto the new medicinal label should be simple and common to the general public. It should be reasonably understood by the users, after taking into account their culture and social background. For example the visual is more persuasive with a female figure illustrating the benefit of a facial blemish cream compared to a male figure.

The theory of thirdness makes essential to form a culture, where it forms the way we act in a given environment. We shape the culture through our interactions with the environment in contrary to how the environment shapes our way of dealing; it is a constant process. Thirdness deals in representation for what is the probability that stimulates responses, where essentially a representation of a sign to a person draws an initial idea in a virtual setting. He can later relate it to an identical event in the real life setting, thus creating possible responses upon that impression.

Likewise, the new medicinal label that would be presented to the users with a pictorial material illustrating the benefits, usage, timing and dosage of the medicines may draw a primarily concept to the users. In conjunction with that, there will be a series of marketing collaterals for the purpose of public education with simple illustrations presented to the users to facilitate their understanding and direct users towards the implementation of the new medicinal labels.

Peirce’s concept of the semiotic theory is always based on a detailed study of human behavior and applying the concept back onto human lives (2001, p.34). Signs can represent specific messages to someone and through a proper process of education of administering the medicine; it can build an understanding, which will then be inspired by a positive interpretation, which is desired by the creator. Additionally, the implementation of the public education may direct users for the benefit of the new formulated label besides clarifying the functions of each illustration. 

Semiotic not only works well with education but it is often worked best through appropriate medium. As mentioned, language is one of the medium where a system of signs that express ideas comparable to the system of writing, however, human experience is inherently multi-sensory, and every representation of experience is subject to the constraints and limitation of the medium that involved. For instance, even with the most flexible medium of language, sometimes words can fail us in attempting to represent some experiences. Indeed different medium and genres provide different frameworks representing experiences and it may facilitate some forms of expression or obstruct others. Therefore, other than language, the use of other medium such as motion graphics, photographs, films, video, computer imaging, etc are encouraged to abjure miscommunication. 

Since visual aids have always been used in facilitating communication, it is necessary to identify a specific medium amongst all the visual aids, in which semiotics can be applied appropriately for the benefit of the general public through a new medicinal label design.