"Semiotics has a reputation for being difficult, abstract, and obtuse. This is most unfortunate, for as Clarisse de Souza illustrates in this powerful book, semiotics offers a compelling and novel viewpoint. It is common to think of interaction between a person and technology as communication with the technology. De Souza shows that the real communication is between designer and person, where the technology is the medium. Once designs are thought of as shared communication and technologies as media, the entire design philosophy changes radically, but in a positive and constructive way. This book has changed my thinking: read it and change yours."
—Don Norman, Nielsen Norman Group, author of Emotional Design
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