This is an excerpt from our new e-book:

“The Animation Video Workbook”

Jane E-Book

This chapter contains information on Semiotics

Click here for Chapter 04


Semiotics is the study and use of signs and symbols, and how we can use each to understand their interpretations alongside meanings.


The signifier is the pointing finger, the word, the sound-image.

It is in the interpretation of the signifier that meaning is created.

The signified is the concept, the meaning, the thing indicated by the signifier.

The signified varies between people and concepts as it is internal to them.

What someone sees on screen is the signifier.

How they interpret that and the meaning behind that symbology is the signified.

“Videos can attract a different audience, one that might not want to take the time to read a white paper or an article.” 

– Brick Marketing


These theories of animation semiotics are important because they reveal how signs communicate ideas, attitudes and beliefs to us.

It helps to explain how images are used in different forms of media to represent and relay information to the audience.

If you aren’t using the right signs and symbols, your audience will get the wrong message.

Animated Sales Video


When it comes to a video, there are lots of different parts involved and being realistic about your goals and what you want the video to do is just as important as any other steps in this process.

Evaluating this at an early stage will help to align your vision and the final video that is produced.

If you enjoyed the fourth chapter of our new Animation Video Workbook on animation semiotics why not click below to download the entire thing?

If not, feel free to wait until Chapter 5, where we will be talking about picking the right style!