What makes a semiotician tick? SEMIOVOX’s Josh Glenn has invited his fellow practitioners in the field of commercial semiotics, from around the world, to answer a few revealing questions.

London…

SEMIOVOX

When you were a child/teen, how did your future fascination with symbols, cultural patterns, interpreting “texts,” and getting beneath the surface of daily life manifest itself?

JOHN MURPHY

I was a teenage goth, into bands like The Cure. Their music spoke to me in ways I couldn’t fully explain — it was haunting, emotional, deeply resonant. But it wasn’t just the music that captivated me; it was the entire visual identity that surrounded it. The album art, the band’s aesthetic, the way they presented themselves — it was a language I instinctively understood. Every detail, from the melancholic imagery to the dark, poetic lyrics, contributed to a larger cultural narrative.

Being a part of this subculture felt like finding a tribe. It was more than just a style or a sound; it was a way of seeing the world. Embracing the goth aesthetic wasn’t just about rebellion — it was about belonging to something that felt authentic and meaningful. The visual language of goth culture, with its romanticized darkness and introspective beauty, gave me a sense of identity and connection. Even now, that visual and cultural language holds a special place in my heart, a reminder of a time when I discovered the power of art, music, and community.

SEMIOVOX

Describe your first encounter(s) with the theory and practice of semiotics.

JOHN MURPHY

During my anthropology studies at university, I stumbled upon semiotics, and it captivated me. After graduating, I was fortunate to land an internship with Space Doctors, who were pioneers in the field of commercial semiotics in the UK. The work they were doing was groundbreaking, and it left a profound impression on me. It ignited a deep passion for the power of semiotics and its potential to unlock meaningful insights for brands. That experience shaped my understanding of how cultural codes and symbols could be harnessed to create impactful brand strategies, and it set me on a path I’ve been passionate about ever since.

SEMIOVOX

How did you find your own way to doing semiotics?

JOHN MURPHY

After completing my internship, I was offered a full-time position at Truth Consulting in London. They were a forward-thinking brand strategy agency, known for pushing boundaries and seeking fresh, innovative approaches to research and brand development. It was an exhilarating time to join a growing company, and I felt fortunate to be surrounded by some of the brightest minds in the industry. Being part of the Truth team was not only inspiring but a pivotal moment in my career, as it deepened my passion for strategic thinking and creative problem-solving.

SEMIOVOX

What are the most important attributes of a good semiotician?

JOHN MURPHY

Curiosity: We’re like that friend who asks, “But why?” every five minutes. Why does this ad make you wanna buy a toaster? Why do we use emojis like they’re real words? We’re that friend.

Critical Thinking: A semiotician looks at something and goes, “Hmm, but what’s really going on here?” We’re Sherlock Holmes — except instead of solving crimes, we’re solving why you just bought a coffee because of a picture of a sunrise.

Attention to Detail: Notice that tiny logo in the corner of your screen? A semiotician spots that and goes, “What does that even mean?” We’re on a never-ending scavenger hunt for hidden meanings.

Open-Mindedness: A semiotician is the open-minded yoga instructor of the intellectual world: “Yes, a chair is also a symbol! Yes, that banana peel means something, too.” We don’t judge, we just analyze.

Communication Skills: We have to explain our findings without sounding like a walking dictionary. “So, basically, this weird ad is trying to make you feel like you need a nap and a snack… and it’s working.”

Cultural Awareness: We get that what means one thing in the US might be a whole other thing in Japan. “No, you can’t just slap a peace sign everywhere, my dude.”

SEMIOVOX

What three books about semiotics have you found the most useful and enlightening in your own work?

JOHN MURPHY

• Fancy academic jargon doesn’t cut it outside of the classroom. Sean Hall’s This Means That: A User’s Guide to Semiotics is an awesome book that takes complex ideas and breaks them down into easy-to-understand explanations. It uses real-life examples, illustrations, and exercises to help you really get it. I’d recommend it to students, designers, or anyone just curious about semiotics.
• Daniel Chandler’s Semiotics: The Basics is a solid intro, if you’re just getting started. It covers all the essentials like signs, codes, and representation, plus dives into the work of big names like Saussure, Peirce, and Barthes.
• Roland Barthes’ Mythologies is a classic. It’s a series of short essays where Barthes looks at everyday things — like wrestling, ads, and movies — and breaks them down using semiotic analysis. Super thought-provoking and insightful.

SEMIOVOX

When someone asks you to describe what you do, what is your “elevator pitch”? How do you persuade a skeptical client to take a chance on using this tool?

JOHN MURPHY

“I turn logos, colors, and slogans into consumer mind-control magic” (kidding… mostly). “I help brands whisper you need this without sounding like a desperate ex.”

Commercial semiotics is the ultimate matchmaker between brands and consumers. Because you don’t just buy a product — you buy into an idea.

It’s the art of making a logo, a color, or even a jingle say, “Hey, I get you,” instead of “BUY ME NOW OR YOU’LL REGRET IT FOREVER!” It’s all about understanding the hidden language of symbols, culture, and consumer psychology.

Why does a swoosh make you think of athletic greatness? Why does a bitten apple scream “innovation” and not “fruit salad”? That’s commercial semiotics at work — turning shapes, colors, and words into emotional connections.

Here’s the kicker: it’s not just about selling stuff. It’s about tapping into the stories, myths, and vibes that already live in your head. Want to feel like a rugged adventurer? Here’s a Jeep. Want to feel fancy without actually being fancy? Chanel No. 5 has your back. Commercial semiotics is the reason you don’t just see a product — you see a lifestyle, a dream, or even a personality.

SEMIOVOX

What specific sorts of semiotics-driven projects do you find to be the most enjoyable and rewarding?

JOHN MURPHY

UX projects are a blast because they let you dive deep into how people think and behave, and then use that to make their user experience smoother. Here are a few specific types of UX projects that I find especially fun:

1. App Redesigns: You get to take a clunky, confusing app and turn it into something beautiful and intuitive. It’s like giving a digital makeover — like taking a tired old couch and turning it into something sleek and comfy. The best part? Watching people fall in love with something they used to hate.
2. User Journey Mapping: Basically, you get to play detective and figure out the exact steps a user takes when using an app or website. You then redesign the path so it’s like a smooth road trip instead of a confusing maze. It’s satisfying when you get it right and people are like, “This was way easier than I thought!”
3. Onboarding Experiences: Making a user’s first impression a good one is like introducing them to a new friend. You guide them, show them the ropes, and make sure they feel comfortable. It’s like a warm welcome without the awkwardness. When you get that balance of fun and helpfulness, it’s magic.

SEMIOVOX

What frustrates you about how semiotics is practiced and/or perceived, right now?

JOHN MURPHY

What I really want is for semiotics to get with the times and embrace the chaos. Let’s analyze how algorithms are basically controlling our lives (hello, TikTok for 3 hours straight), how emojis are now a language of their own, and how AI is making deepfake videos that could trick your grandma into thinking you’re a rock star. Semiotics should be vibing with the digital world, not stuck in the past like an outdated software update!

SEMIOVOX

What advice would you give to a young person interested in this sort of work?

JOHN MURPHY

Familiarize yourself with key concepts like signs, signifiers, signified, denotation, and connotation. Start with the books mentioned above, or look for courses on platforms like Coursera, edX, or YouTube.

Read works by foundational thinkers like Ferdinand de Saussure, Charles Peirce, and Roland Barthes. Don’t worry if it feels challenging at first — take it step by step.

Connect it to your interests. Whether it’s movies, music, fashion, video games, or social media, use semiotics to analyze what you already enjoy. For example:

• Why do certain video game characters or storylines resonate with players?
• How do fashion trends communicate identity or cultural values?
• What makes a meme go viral?

Practice analyzing. Start noticing signs and symbols in your everyday life. Ask yourself: What does this mean? Why does it make me feel a certain way?

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Also see these global semio series: MAKING SENSE (Q&As) | SEMIOFEST SESSIONS (monthly mini-conferences) | COVID CODES | SEMIO OBJECTS | COLOR CODEX | DECODER (fictional semioticians) | CASE FILE | PHOTO OP | MEDIA DIET.