The Generatif Trajectory of Meaning, a semiotic analysis method for graphic creations in practice
Le Parcours Génératif de la Signification, méthode d’analyse sémiotique de designs graphiques à l’épreuve de la pratique
Résumé
At the client's request, a designer seeks to ensure that his design is understood and appreciated by as many people as possible. From a semiotic point of view, an advertising document is a solution to a problem expressed in a brief that delivers a content that the designer is responsible for expressing. Graphic design is therefore a combination of an expression plan and a content plan. The designer expresses the content (the brief) by combining the elements of the expression plan (colours, shapes, proportions, typography, text, etc.) to generate meaningful articulations. These ones make up the first of three levels in the generative trajectory of meaning. From a neuroscientific point of view, from simple intuitive understanding to sophisticated analysis, the brain works in stages to adapt to the environment by making the best possible use of its capacity to learn by inference; it makes deductions on the basis of automatisms that consume less energy but are potentially a source of error. This logic of reducing the brain's energy consumption would favour the use of categories and the constant search for the best possible use of the social part of meaning to facilitate shared understanding of the perceived design. This new adaptation of the generative trajectory of meaning incorporates these advances in neuroscience to achieve meaning that is probably shared by the greatest number of people.
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