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According to the background and culture of the person, the same word, picture or gesture can mean different things. It completely depends on upon the person who sees it in which perspective. Semiotics is all about understanding the meanings of the symbols and signs that are created. Semiotics is all about trying to draw conclusions about what most people believe in when they look at certain images, hear a particular sound or word.

Semiotics tells us how things are perceived when a brand is surrounded in a particular culture and the competitive areas of the brand.

In understanding the conventions of a market, Semiotics is incredibly useful. Semiotics is all about understanding these conventions and risk or rewards associated with breaking them. On an initial level, desk research with client workshops is combined. Usually, in semiotics consumers are not involved until the ideas are formulated.