Semiotics for Data Storytellers: Choosing symbols that are relevant and resonant

Just as structured data is crucial for data work, semiotics—the study of signs—helps data storytellers understand how people interpret visual representations. Roland Barthes' theory outlines three levels of meaning: denotation (basic description), connotation (emotional and cultural associations), and myth (broader ideological context). For instance, a red rose icon denotes a flower, but connotes love and romance, influenced by cultural narratives.

Understanding these layers can help you better anticipate how different audiences will interpret visual symbols, which enables you to create more effective, culturally aware data stories. This approach is especially important when representing sensitive subjects or creating visuals that will be interpreted across various cultural contexts. Applying semiotic principles ensures that the symbols you choose, or create, are relevant and resonant, enhancing the overall effectiveness of your data story.

1. Choosing symbols that are
relevant and resonant
Prof Anna Feigenbaum
Professor in Digital Storytelling
Bournemouth University
@drfigtree
@SHDCresearch
*All art in this presentation is by our design
partners Alexandra Alberda and Minute Works
unless otherwise referenced

2. FOUR PILLARS OF
VISUAL DATA STORYTELLING

3. PILLAR 1: SYMBOL
●Just as structured data is essential to those working with data, semiotics, or the study of
signs, can help data storytellers better account for how people respond to visual
representations (Hullman and Diakopoulos, 2011).

●Learning how to read denotation, connotation, and myth provides insight into how the
simplest of images can be loaded with layers of meaning. It allows one to see a visual
representation of data from a variety of perspectives, remaining aware of the diverse cultural
meanings that come into play when interpreting a sign.

●In particular, thinking like a mythologist can help improve our decision-making around colour,
shape, and emotion.

●This is important when visually representing sensitive subjects or creating icons that will
travel across languages and cultures.

4. SEMIOTICS & MEANING
Drawing on the work of linguist Ferdinand de Saussure, Roland
Barthes (1972) argued that there are multiple levels of meaning.

Denotation refers to the most basic description of an image. This
may include things like shape, colour, and position.
The second level of meaning, connotation, refers to the emotions,
values, and associations that denotations give rise to. The level of
connotation is where culture, background, and experience come into
play.
Lastly, for Barthes, there is what he calls myth. Myth refers to the
broader ideological systems that give meaning to a sign, its context

5. SEMIOTICS & MEANING

6. Generic Icons: Gender Bathroom
What is the denotation?

What is the connotation?

What is the myth?

7. Generic Icons: Education
What is the denotation?

What is the connotation?

What is the myth?

8. Generic Icons: Disability Icon
What is the denotation?

What is the connotation?

What is the myth?

9. Generic Icons: Aging
What is the denotation?

What is the connotation?

What is the myth?

10. RESONANT & RELEVANT

11. RESONANT & RELEVANT

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Data Storytelling with
Prof Anna Feigenbaum
Professor in Digital Storytelling
Bournemouth University
@drfigtree
@SHDCresearch