Image via Wikipedia - Click on the pic for larger size and higher resolution.A symbol is merely an image -- a picture (and it has been said that a picture is worth a thousand words) which has a deep-rooted historical experience and emotional association (or "charge") with it. Sometimes they are subtle -- and sometimes shocking. Other symbols are merely easily understandable depictions or simplistic signs for giving instructions, directions, warnings. These are obvious, albeit highly simplified symbols. And, of course, logos are symbols which represent brands. Of course physical gestures are often symbolic, but we will only deal with picture symbols in this article.
Every gadget which you own or which you see, from cellular telephones to automobiles, is loaded with simple images which signify (indicate) things in a brief, efficient manner; a technique which crosses cultural, linguistic and literacy barriers. In this manner, a symbol is a compressed instruction or directive, sparing the viewer paragraphs of complex written text copy as well as the time consumed in reading them. They are designed to convey a message with the utmost rapid understandability.
Hence the article Title: SYMBOLS: SUPER-EFFECTIVE CONSCIOUS AND SUBCONSCIOUS COMMUNICATIONS.
Many of these icons or signs (like the one to start your computer, or the 'no smoking' sign, or the 'don't slip on the wet floor' sign, or the 'poison' and 'radioactivity' or 'RSS' signs are considered International Symbols. In an increasingly global and inter-communicative society these are growing in number and significance. They are barrier-breakers transcending cultures, languages and other potential impediments to understanding and marketing.
International Symbols are truly hyper-compressed language. Bottom line: Quick look - Immediate understanding.
Other symbols are not at all instructive -- they have deep emotional charges that are built into them by historical association and they invoke powerful feelings, responses and impressions. These are used in politics, in heraldry, in military and religious contexts. These are the most powerful communications of all. They call the conscious mind to attention; bring a concentrated, rapid-fire 'movie footage' to the subconscious (perhaps several years of experiences reduced to a 'burst' lasting a fraction of a second to several minutes); invoke intense love, hatred, fear, arousal, obedience (base emotions that include visceral responses paired with a screaming call to action or to reaction).
These symbols are truly hyper-compressed history.
Logos are symbols which become associated with brands, and ultimately signify these brands. A good Logo appears to be unique and highly distinctive, but it may intelligently incorporate some elements of international or emotionally-evocative symbols to chance their subconscious or subliminal potency. Have you ever noticed the logos for Head Skis, Federal Express, or Nike?
These logos (symbols) are, in effect, brand representatives... they are precious pixels of intellectual property (IP) which are carefully crafted and which are infused with associated meaning through repetition in conjunction with other forms of messaging. A good logo virtually causes the viewer to instantly recall all of the benefits, features, bargain propositions, previous advertising and promotional efforts associated
A pictorial or video presentation which is constructed of or embedded with multiple symbols can be exceedingly effective at sending a message and provoking behavior. Mad Marketers know this and apply it constantly. Now, to refer to an excerpted piece from an earlier posting in Mad Marketing Tactics:
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If you know the emotions (through historical associations with events) which can be brought forth by various symbols, you can incorporate those symbols, in various forms - some subtle, and some not subtle at all - into your messaging and marketing to strengthen your communications, branding, memorability and recipient/ audience motivation ... to inspire a more compelling "Call to action." Human Beings follow their emotions first, and justify their resultant actions with intellect and logic.
Remember that a symbol is a seed which plants a story -- sometimes it is the match which lights a fuse -- sometimes it is the key to opening up the receptiveness of a new acquaintance.
We are all Students of Behavioral Psychology, both introspectively (as in "What was I Thinking?") and observationally, or objectively (as in "What made her say that?").
As you already know, the mind processes pictures, and information constructed as pictures, much more rapidly and with a greater sense of recall and association than it does words or text. A Picture may truly be worth a thousand words.
Symbols, which are pictures with certain connotations or associations, are the most powerful of pictures. They not only get absorbed into the subconscious, but they are subliminally active and often emotionally-charged. National flags, banners, crests, currency, buildings... every object of importance is embedded with symbols of one sort or another.
Pictures which contain symbols and embedded words or commands (whether readily visible or subliminally visible) are particularly powerful. The viewing audience is quite often unaware of how powerful symbols are, unless they are confronted with very powerful ones (ones that they have been taught to fear or respect): the policeman's badge, the FBI identification card, the cross worn by a priest, the swastika, the Stars and Stripes of the American Flag, traffic signs, automobile dashboard symbols, and the like.
While pictures appeal to the subconscious, symbols (in particular) also have a very powerful direct practical association or emotional charge -- and Human Beings are more readily motivated by emotions than by intellect. Deny it as we might, we do things reactively, out of emotion, and we use intellect to rationalize what we have already chosen to do after the fact.
The following pictures contain some familiar branded logotypes, common symbols, as well as some arcane (but powerfully emotionally/ historically - charged ones. Have a look, and see how they make you feel -- what memories, ideas, emotions and sensations they call forth. You may be surprised.
Douglas E Castle http://aboutDouglasCastle.blogspot.com
BRAINTENANCE Blog - [http://braintenance.blogspot.com/]
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I have increased my own use of tables (for organizational simplicity -- people prefer charts and tables to free-flowing narrative) and symbols (people prefer familiar clickable pics than written, detailed content) in order to give my readers, colleagues and friends easier access to my information and to make their client experience easier, and more pleasant.
Some samples can be found in either of these blog sites [you can look at each one, and then hit the "BACK" button in your browser to return here and to view the other example, and to finish reading this article]:
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