| Summary: | Purpose - This paper discusses the learning concepts of Semiotics and Semantics by identifying the differences between both images and the inter-transformation of both in the design field. Design/methodology/approach- This study uses a content analysis method to investigate the application and the differences between Semiotics and semantics in different types of product designs. Furthermore, this study also analyses the combination of both concepts in the design process. To build up the narrative for the content analysis, 390 different semiotics and semantics designs are collected and compared. Findings- In the Design, the extraction of symbols is one of the most commonly used means in the design methods. However, in the process of refining the symbols, the meaning symbols are added and then transformed into semantics. In this process, different symbols represent different styles and meanings. At the same time, according to the different feelings of symbols, it leads to different cognition of this Design. Practical implications- The results documented the conceptual distinction based on Semiotics and semantics. Thus, it defines the transformation of semiotics and semantics by providing essential insights into how symbolism and design expressions can be effectively applied to the communication between Design and consumers. Originality/value- There needs to be more knowledge on how specific semiotics and semantics are used to motivate the consumer's desire to buy any designed products. The authors have analyzed 390 semiotics and semantic-related product designs in this study. This study helps to promote the theoretical and practical significance of Semiotics by revealing the differences between Semiotics and Semantics concepts and the inter-conversion between them and facilitating the application of this design method of symbol extraction. © 2023 IOS Press. All rights reserved.
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