The semiotic dimensions of the advertising message elements in the design of 3D Environmental Signs

Document Type : Original Article

Authors

1 Director of Quality Department at the National Distribution Company

2 Faculty of Applied Arts, Helwan University

3 Applied Arts - Helwan University

Abstract

The design of 3D environmental signs informs potential consumers about the existence of their products and services. They try to convince the consumer of their products and services through the use of semiotic connotations of the elements of the communicative message. The language of 3D environmental signs should fit the advertisers' goals of informing, enticing and arousing the audience. The public cannot believe anthropomorphic eco-labels unless you convince them of the truth through the messages contained in them. Visual semantics and symbols are one of the most important basic tools for activating advertising messages, so the research is interested in studying the semiotic dimensions in the design of 3D environmental signs. Therefore, this research aims to shed light on the semiotic dimensions and its role in communicating advertising messages, especially after its recent success in achieving impressive results in the field of the design of stereoscopic environmental marks. While the research problem stems from the questions about whether it is possible to find a semantic dimension in the design of 3D environmental signs that helps in conveying the idea to the recipient succinctly and design creativity? And how can the visual language of the design of 3D environmental signs be achieved so that it is justified for the purpose of attracting the attention of the recipient and gaining his confidence? The research assumes that the introduction of semiotic dimensions and their impact on the recipient as an essential and main element in the design of 3D environmental signs will positively affect the success of the design of 3D environmental signs, gain the attention and participation of the recipient, and increase the effectiveness of the impact of these signs in achieving their communication goals. While the research followed the descriptive approach of the theoretical framework of research: and the analytical approach of the scientific framework of research. The research concluded that the integration and introduction of semiotic dimensions as an essential element in the design of 3D environmental signs has an effective role in the success of the design of stereoscopic environmental signs and gaining the attention and participation of the recipient for them. It also increases the effectiveness of the impact of these signs in achieving their communication goals.

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