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Doing SemioticsA Research Guide for Marketers at the Edge of Culture$
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Laura R. Oswald

Print publication date: 2020

Print ISBN-13: 9780198822028

Published to Oxford Scholarship Online: August 2020

DOI: 10.1093/oso/9780198822028.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 21 June 2021

Design Strategy

Design Strategy

(p.86) 3 Design Strategy
Doing Semiotics

Laura R. Oswald

Oxford University Press

Design is a semiotic system, a technology, and a commercial practice that shapes to a great extent the ways consumers sense, experience, and understand objects, events, spaces, and processes in the marketplace. Some writers have used the term “semiotic engineering” to describe the design process because it involves the deliberate actions of molding and organizing phenomena to influence human behavior. Although design performs an esthetic function to create beautiful, pleasing things and environments, it differs from fine art in several ways. Fine art is valued for its unique, one-of-a-kind creativity, its ability to transcend the mundane, functional aspect of things, and the force of its impact on the hearts and imaginations of the individual spectator. Design, on the other hand, weaves the esthetic priorities of art into functional forms that help consumers build stuff, organize processes, and navigate the world of things and information. This chapter walks the reader through basic semiotic principles and methods for developing design strategy and planning for service sites and packaging. Laura Santamaria contributes a case study on design semiotics for innovation.

Keywords:   service design, architectural semiotics, semiotics of spectacle, pizza theater, design strategy, consumer experience

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