Applied semiotics
A sign is something that stands for something else: a word, an image, a colour, a gesture that the recipient reads as carrying a meaning.
In Enrico Giubertoni's texts the technical sense shows up at one precise point: Pinterest, the image platform people use to look for inspiration before buying, is described as a social network built on the graphic sign, with users emotionally engaged by the graphic sign and by impactful images, and more inclined to buy for that reason. The practical consequence is that meaning is assigned by whoever looks.
An example
A company redesigns its price list and moves discounts from the «promotion» column to the «reserved terms» column. The numbers stay the same, the sign changes, and the sales network stops treating that price as a concession.
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