All design communicates something – no such thing as “neutral” design.
Semiotics is an investigation into how meaning is created and how meaning is communicated. Its origins lie in the academic study of how signs and symbols (visual and linguistic) create meaning.
It is a way of seeing the world, and of understanding how the landscape and culture in which we live has a massive impact on all of us unconsciously.
…Everyone is a semiotician, because everyone is constantly unconsciously interpreting the meaning of signs around them – from traffic lights to colours of flags, the shapes of cars, the architecture of buildings, and the design of cereal packaging.