Semiotics is the analysis of symbols and what they stand for within their cultural context. Semiotics can answer questions such as what do the visuals, colours and communication short-codes in your category / field of operation mean to your target audience, how are they changing over time and how you can best employ them to meet your objectives.

My kind of semiotics is simple, easy to understand, practical to use and helpful for teams working in all aspects of communications.

Semiotics is complementary to market research - it is a communication expert's view on how symbols are being interpreted, based on their immersion in the sector and the cultural references used by the target audience.

This sort of study is particularly helpful at the inception of a new communications campaign, new packaging or new image programme and may often be carried out in conjunction with an early stage qualitative study.