Semiology
Semiology
Out of context: Reply #23
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Semiotics isn't a particularly easy thing to pick up.
I'm sure plenty of designers have a pretty good understanding of semiotics, without being able to express their understanding in terms a semiotician would use.
Decoding signs can be a pretty subjective thing anyway, so semiotics can get pretty theoretical/academic at times, occasionally at the expense of common sense. Then again I might just not be clever enough to understand it all.