WHAT IS GRAPHIC DESIGN? - SEMIOTICS & SIGNS

In semiotics, a sign is "something that stands for something else, to someone in some capacity"[1]. It may be understood as a discrete unit of meaning, and includes words, images, gestures, scents, tastes, textures, sounds – essentially all of the ways in which information can be communicated as a message by any sentient, reasoning mind to another.
The nature of signs has long been discussed in philosophy. Initially, within linguistics and later semiotics, there were two general schools of thought: those who proposed that signs are ‘dyadic’ (i.e. having two parts), and those who proposed that signs are interpreted in a recursive pattern of triadic (i.e. three-part) relationships.

Semiotics, semiotic studies, or semiology is the study of sign processes (semiosis), or signification and communication, signs and symbols, both individually and grouped into sign systems. It includes the study of how meaning is constructed and understood.
One of the attempts to formalize the field was most notably led by the Vienna Circle and presented in their International Encyclopedia of Unified Science, in which the authors agreed on breaking out the field, which they called "semiotic", into three branches:

Semantics: Relation between signs and the things they refer to, their denotata.
Syntactics: Relation of signs to each other in formal structures.
Pragmatics: Relation of signs to their impacts on those who use them. (Also known as General Semantics)

These branches are clearly inspired by Charles W. Morris, especially his Writings on the general theory of signs (The Hague, The Netherlands, Mouton, 1971, orig. 1938).

Semiotics is frequently seen as having important anthropological dimensions, for example Umberto Eco proposes that every cultural phenomenon can be studied as communication. However, some semioticians focus on the logical dimensions of the science. They examine areas belonging also to the natural sciences - such as how organisms make predictions about, and adapt to, their semiotic niche in the world (see semiosis). In general, semiotic theories take signs or sign systems as their object of study: the communication of information in living organisms is covered in biosemiotics or zoosemiosis.
Syntactics is the branch of semiotics that deals with the formal properties of signs and symbols.[1] More precisely, syntactics deals with the "rules that govern how words are combined to form phrases and sentences."[2]. Charles Morris adds that semantics deals with the relation of signs to their designata and so the objects which they may or do denote; and, pragmatics deals with the biotic aspects of semiosis, that is, with all the psychological, biological, and sociological phenomena which occur in the functioning of signs.