Social Semiotics

The Emirati society is characterized by social collectivism. This has a direct bearing in terms of how this society, as a whole, decodes visuals and symbols such as color, mnemonics, themes, images etc. Hence aesthetic-marketing in the UAE, be it communication or packaging, is a complex task, unless the connotation of the visuals and elements like color, mnemonics, illustrations are decoded from an Emirati’s lens.
In this new initiative of Social Semiotics the Sixthfactor team would help in making the most of your brand within specific cultural contexts, by understanding what symbols, images and visuals are apt reflections of the Arab culture, thus providing cues to communication that can influence choices.
Through the effective deployment of verbal, visual and performative (ie actions by the consumer) elements, companies can strengthen their reach to their customers. These symbolic elements include logos, rituals, cultural symbols, colours, iconic individuals, text, advertisements, websites, physical environments, hospitality and service, tag lines and other key points. This conveys that implementing a consistent brand communications programme alone isn’t enough. Rather, one should adopt a more holistic approach which involves studying the unique context of where the communications takes place. By doing so, we can better predict and control how consumers would respond to a brand given their current socio-cultural contexts.

Social semiotics in marketing

Using social semiotics for marketing and branding helps in determining the success or failure of any endeavour. If you are planning to introduce your new brand name and logo of your business, storefront or website, stop and think about what signs and symbols will appeal to your consumers before doing so.
Semiotics to improve brand communications - Semiotics involves studying cultural trends, language, non-verbal cues, behavioural norms, social etiquette, and rituals. It also includes understanding how the various sensory and emotional stimuli of a brand interact with each other or influences its targeted recipient.

Some of the common question we ask are

Which are the different symbols and signs used in your communications and are these to cue a coherent and a common underlying insightful brand message?
Can customers associate your visual, auditory, olfactory and tactile stimuli with your product or service?
Are you giving the wrong impression with that colours of your packaging that you’re investing in? How does culture influence the way different shapes, colours, and words are perceived? Is there synergy between what you’re trying to convey and what is being portrayed by staff members and marketing promotions? Do you anticipate some clashes between what you seek to project, and what your audience may perceive?
By embracing the principles of semiotic analysis, our chances of making a real impact on our consumer’s lives and our profits may improve significantly. Doing so also helps us to avoid the unfortunate mistakes which may sometimes arise from a poor understanding of how consumers perceive and react to different stimuli.