(Français) Les enjeux théoriques et pratiques de la sémiotique du design

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François Maréchal

MOTS-CLÉS : Applied semiotics, Qualitative research, Peirce, Automotive, Design

The theoretical and practical stakes of semiotics applied to design. Analysing design alongside with a user test, taking the example of the Peugeot 308 “i-Cockpit”.
Inspired by a professional example of semiotics applied to design, the article explores two types of methodological issues: the operational questions about the professional use of semiotics, and the more theoretical ones, which occur in applying semiotics to design, particularly automotive design. It aims at answering two questions: what is at stake, in ordering and receiving a semiotic analysis, for a non-semiotician addressee, who is, however, an expert in his field, expecting a cognitive added value? And what are the theoretical and practical challenges for the semiotician who undertakes to answer these demands? The article focuses on how semiotic analysis supports qualitative research in exploring the perception of the users, and how it “reads” an object, especially the Peugeot “i-Cockpit”, using a model inspired by the semiotics of Charles S. Peirce. (1)

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François Maréchal

François Maréchal pratique la sémiotique au sein des études qualitatives depuis 1993. La sémiotique des formes automobiles était le sujet de sa recherche (DEA, Paris I Panthéon-Sorbonne, 1992). Il s’est depuis intéressé au produit et à la communication automobiles au sein d’instituts d’études marketing et en agence de publicité.
François Maréchal pratique la sémiotique au sein des études qualitatives depuis 1993. La sémiotique des formes automobiles était le sujet de sa recherche (DEA, Paris I Panthéon-Sorbonne, 1992). Il s’est depuis intéressé au produit et à la communication automobiles au sein d’instituts d’études marketing et en agence de publicité.

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