The Duality of Signifier and Signified and Its Reflections in Graphic Design
DOI:
https://doi.org/10.35560/jcofarts1810Keywords:
Duality of signifier and signified, visual coding, congruence, paradox, contrastAbstract
The signifier and the signified represent the meaning, function, or symbolism carried by a design, as well as the relationships that connect a signifier to its signified within an organizational framework. The signifier does not inherently possess its meaning; rather, meaning arises from the binary oppositions among the system of signs in a commercial advertisement. Thus, the design express’s function or meaning.
The researchers identified the problem of their study through the following question: What is the duality of the signifier and signified, and how is it reflected in graphic design? The research aims to explore this duality and its implications in graphic design. The significance of the study lies in its potential to contribute new insights and cognitive interpretations of the signifier-signified relationship in advertising design, enhancing designers' expertise in defining this duality and enriching academic literature as a key resource for studying the philosophy of signifier-signified in graphic design.
Chapter One addresses these foundational concepts, while Chapter Two is divided into two sections:
- The Duality of Signifier and Signified in Art and Graphic Design
- Semiotic Visual Coding
Chapter Three presents the key findings, including:
- The duality of signifier and signified is formed through a clear correspondence between the signifier (image or phrase) and the signified (the meaning it represents). In graphic design, this relationship is direct and unambiguous, employing congruence to ensure the message is clear and straightforward—such as using explicit images or words that directly convey the product.
Meaning can also reside in latent interpretations, varying according to the nature of the sign and the intuitive contextual agreement. In commercial advertisements, form (with its elements and relationships) serves as a vessel for these meanings
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