B. Different time and space, different symbols refer to the same thing. Our society is experiencing more and more rapid changes. The changing time and space give things new meanings and things are constantly changing. Change the symbol that represents it to adapt to its new meaning. The cognition of things that people living in such changing time and space is also changing. The image-symbols built in the brain will naturally appear different. Fashion, perhaps the fastest changing thing in society, varies from year to year, even from day to day. Symbols representing fashion are also constantly updated and changed.

In 2002, the style of "Rabbit Rabbit" became popular in the capital and it conquered the majority of the audience with its wonderful plots and eye-catching visual effects. Many friends will ask each other when they meet. "Did you watch the hooligans?" Undoubtedly, watching such an animation is a manifestation of fashion and has become one of many symbols representing "fashion." Many businesses on the market today have been inspired by this animation and created a group of images that resemble the characters in the movie. The purpose is to convey to viewers, purchase and use of such products. It is a fashion act that is similar to watching animated cartoons and is one of the lifestyles that you will always hold on to the pulse of fashion. The target consumer group is precisely such a group that pursues life style. It can be imagined that at an earlier time, when the animation was not yet known, the designers would not think of using these images. These images cannot be recognized by people. Because there was no such animation or image in the symbols that represented fashion at that time.

The "Red Cross" is a voluntary, international rescue and relief organization that has been developed from field rescue. Until now, the Red Cross has been established in about 140 countries. In most countries, white-backed red crosses are used as signs, and they are called Red Cross; there are also some countries and regions, such as some Arab countries that use the red crescent on the white background as its symbol and the name of the organization. Designated as the "Red Crescent Society"; in Iran, the Red Cross is called the "Red Lion and the Sun Society," which means it is a red lion with a white background and the sun. However, regardless of the name and logo, the effect is the same. The difference is only the difference in the culture, religion, or the history of the Red Cross.

In summary:

As a graphic design of a thought process or a symbolic expression, the symbolic elements it selects, combines, and applies should be symbols that have explicit referential functions. It should be consistent with the space, time, and social reality requirements or performance that it meets, and it can properly exert its usefulness. This requires that the designer must grasp the variables that may exist in the symbol that he applies, and ensure that the current value of these symbols is exactly what the designer needs to express his thoughts and feelings, rather than what they have, what they have, or what they may have. Other meanings.

"There is no problem like the relationship between symbols and human civilization is so complicated and fundamental. Symbols are related to the entire field of human knowledge and life. It is a universal tool of the human world, just like the movement in the physical world. ."3

The graphic design, which is one of the means and methods of expressing human consciousness and conveying information, is also dependent on the “semiotics” tool. Eco has even proposed that "man is a symbol of the animal," the purpose of graphic design is the exchange of people. Symbols are undoubtedly the necessary tools. As designers, learning to use semiotic tools will make design more effective. Design, as the media that conveys thoughts, is itself a symbol. Design is also composed of symbolic elements. Designers successfully select, combine, transform, and regenerate these elements, assemble them into symbols that refer to their own ideas, and become recognized by themselves and their audiences. The symbol, which is the true formation of communication and the accurate and complete transmission of information, is a complete process of designing this thinking process.

As an interdisciplinary comprehensive science, semiotics has extensive and profound research and practice in various applied subject areas. This is also true in graphic design.

Note:

1 symbol is the use of ... - "Introduction to theoretical semiology", Li Youyan with P2 social science literature press 1999 first edition in June 21920, Germany at the time ... - "Ci Hai" , P96, 1979 Edition 3 “There is no problem... - New Thomas philosopher Maritanelli, ed., 1986, 5

Author: Song Donghui
Source of information: China CI Net