Psychology and branding
Semiotics
The study of what signs and symbols mean to a culture, applied so a brand's codes say what it intends.
Every color, typeface, and image carries meanings a culture already assigned; semiotics reads those meanings before the brand inherits them by accident. A serif, the small foot at the end of a letter stroke, says tradition and authority before the words do. The question is never whether your visual choices communicate, only whether they communicate what you decided.
How Branding Tatva uses it
Suman reads visual and verbal choices for the associations they carry before deciding which ones a brand should repeat.
Questions this term clarifies
- How do attention, association, and memory shape brand decisions?