Do relationships between brands and consumers arise naturally, or are they designed? If the goal of design is to influence, modify, and drive behavior, shouldn’t we explore the meaning of those underlying interactions?
The idea that designed elements must be easy to interpret has greater potential for consumers and brands than just ensuring that a website or web application is usable. Looking at trends like gestural interfaces, gamification, and pervasive social media from a semiotic point of view may help us better understand how to create user experiences that generate truly meaningful relationships between brands and people.
