CODES IN SEMIOMARKETING

Many coherent and integrated signs form a code. The most used codes are the following:

Proxemic codes are codes related to position of objects in space. For instance, having a lot of objects scattered on your writing desk send an idea of disorder and confusion. The same objects placed in your writing desk in good order send an idea of reliability, order, cleanliness and safety.

Kinetic codes  are codes related to the movements of elements in space. For instance, many people running fast can send an idea of danger, the same people walking may send an idea of ordered movement.

Mimetic codes  are the codes of facial expressions. The movement of facial muscles makes a face happy, sad or angry, serious or funny, shy or determined.

Gestural codes  are the codes of body’s movements. For instance, keeping your arms crossed sends a message of closing, while keeping them open instead sends a message of acceptance and warmth.

Furniture codes  are the codes of furniture. A modern furniture can send an idea of rigor, minimalism, ergonomics and simplicity. Antique furniture can send an idea of authenticity, tradition, warmth and comfort.

Architecture codes  are the codes of building. There is a difference between an apartment and a church, or between a school and a villa with a pool. Every building wants to send a different feeling.

Hairstyle codes  are the codes of coiffure and headdress. For instance, coloring your hair purple or green sends a message of transgression, whereas having your hair clean, bright and in good order sends an idea of cleanliness and reliability.

Clothes codes  are used to send a lot of messages. A dress can be a symbol of elegance or transgression, of sensuality or can send the idea of a jaunty air.

Luxury codes  are the codes of precious objects. A modern jewel can send an idea of rigor, minimalism. Antique jewels can send an idea of authenticity and tradition.

Some codes are very useful in understanding the time or the place where the scene is set.