Visual Identity – Semiology

Description

Semiology is a research methodology using the fundaments of semiotics, based on the work done by the philosopher and mathematician Charles Sanders Peirce (1893-1914). In marketing, it is used mainly to study a brand or product’s communication stimuli: name, spelling, logotype, as well as packaging. The semiological analysis of a brand’s symbols helps define the visual strategy (the logo; the product pack; the point of sale material; TV advertising; and online and print media).

Research Objectives

• Explore the meanings of a determined object/brand’s symbols within a socio-cultural context
• Assess the fit between a brand’s values and its symbols

Data Collection

Desk Research, followed by Focus Groups or In-depth Personal Interviews

Stimuli

Brand logo; product pack; point of sale material; TV advertising; print and online media

Minimum Recommended Sample

2 Focus Groups or 10 In-depth Personal Interviews with each target studied

Duration

3 to 4 weeks