Sensory semiotics at AMSRS Conference 2010

Last Friday, at the 2010 AMSRS Conference in Melbourne, Jodie Hill from Sensory Solutions and I presented our paper on Sensory Semiotics. I am happy to say that it was very well-received!

Sensory Semiotics is about using semiotic analysis techniques to 'detangle the codes' in packaging. The aim is to uncover the expectations that packs create - subconsciously - about the product inside the pack. Will the product inside taste sweet, or rich? Will it be crunchy? Will it be dry?

In the presentation, I spoke about the need for semiotics to 'talk the problem-solving language of research'.  By that I meant the language that researchers use when helping clients make decisions using research.  So not 'These are the findings, over to you to make the decision', but saying to the client: 'This is what the various research sources are saying on this issue, let's talk about how to apply this to your problem..'