Semiotics is the study of signs and symbols as a means of communication. The word semiotics comes from the Greek sēmeĩon sign or signal. Semiotics is about signs and symbols in general, not just visual signs. Semiotic studies include the study of language, written texts, images, gestures, fashion or any other form of symbolic expression that can be interpreted through a system of codes or rules. Semiotics has its roots in linguistics but has since expanded to include all forms of human communication. [1] Therefore, it is also relevant for user interface design.
Signs have their own meaning, which is given to the sign and interpreted by the viewers. The social and cultural context plays a role in the interpretation of the signs. In UI Design, Designers have a special role in choosing signs for the interface. That means not only icons, but written as a word, graphical or in some other way.
They must convey a message and provide an interaction, which is specified by user tasks but also by the goals of the stakeholders. Not only do they have to take the user’s context into account, they also have to convey the message that the stakeholders want to convey via the user interface. [2] For example, an interface must reflect the brand identity and speak the language of the user. This underlines the importance of knowing and understanding the user and his environment, in order to assess whether he or she understands the words, icons or methapers used. When talking about Semoric it is also significant to consider the socio-cultural preferences of the target group. Using language that is appropriate for the target audience, such as youth language or specialized language, or considering codes in a specific industry can help deliver a better message. That is also true for the design of user interfaces.
For De Souza, the relationship between designer and user has a special role in the UI communication process. Basically, the designers are in a conversation with the user. The designer is the sender of the message, while the user is the receiver. The message can be conveyed through words, images, graphics, explanatory texts and behaviour (of the UI). Thus, designers must also be aware of their own communicative behaviour. According to this theory, the designer communicates with the user, not the system. The message that the designer conveys must be interpreted by the user when he interacts with the system. [3]
Especially complex software programs can benefit from the semiotic approach. If they only follow guidelines and laws, then they do not communicate the true intellectual value of the software. They should communicate the value of the software solution to the user instead of just showing them how to use it. If users are not aware that the software can offer them much more, if the designers do not communicate the real value of the software, then this can have serious consequences for the user experience. Why should a user learn a new technology or continue to use the program if it is less efficient than another method? [4]
In many cases of B2B software, where software products are commissioned by companies for reasons of digitization, the end users are very often not involved and the value of the new software is not communicated to them. Presenting the user with a fait accompli is in many cases the reason why the acceptance of new tools and software fails. Furthermore, the success of the software is not measured by the user experience, but by the satisfaction of the project managers and the numbers of usage.
If we look at the user interface design from the semiotic point of view, then explaining the strategies of the application is a more important point than the handling itself.[5] This approach, the focus on the communication between designer and user could support design patterns to produce better usability and user experience.
In order to achieve this, designers must have high communication skills – they must communicate their intentions and reasons concisely and understandably, in a way that the user can absorb quickly and easily. [6] According to the semiotic process, users interpret the user interface according to their intentions. If these match the designer’s intentions, then the communication has been successful. [7] Users interpret all the time. Sometimes their guess is correct, sometimes not, but all are either for “why” or for “what”. Evaluating these guesses leads to interactive patterns. [8] The understanding of methapers must also be taken into account. The use of methapers to increase understanding of a new kind of development is well known. The “desktop” methaper references the physical desktop to help the user deal with documents and their filing system in folders.[9]
- [1] https://en.wikipedia.org/wiki/Semiotics, https://de.wikipedia.org/wiki/Semiotik (26. 12.1022)
- [2]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P. 5.
- [3]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P. 7.
- [4]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P. 10-22.
- [5]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P. 23-25.
- [6]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P. 79-80
- [7] The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P.84
- [8]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P.152
- [9]The semiotic Engineering of Human-Computer Interaction, Clarisse Sieckenius de Souza, 2005, P.79-80
