Semiotics has a lot of vague and impenetrable stuff written about it but I really think it is fairly simple in essence.
Signs (even signs at an exhibition) have meanings that derive from their nature, what they represent and their context.
And each sign in a context has an effect on all the other signs present. For example, if the sign 'can opener' was altered by the invention of a can opener that lasted forever then that idea would signify a new product concept and all other products ideas would be altered by that new idea.
In this picture is an exhibition stand we designed. The large banner signs are hand-painted, to represent the sense of carnival and fun. The stand was actually set up as a karaoke site for guests (and performers) to get up and sing a song.
The banners and the drapery signify fun and good times in contrast to the slick signs elsewhere in the venue. Thus the other exhibits attracted a more sobre meaning while Genie signified good times and enjoyment.
At times during the exhibition as many as a hundred people gathered around the enjoy the fun (and remember the product).
Most companies shy away from this theatrical approach because they feel it undermines their corporate identity.
In some cases this might be true but in most cases it just means that they are invisible.
Sing! Sell! and Succeed!
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