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Product evoke happy memories, surprise us and reflect our position in society. They also call attention to an innovative concept or communicate a brand identity. These aspects contribute to the product's attraction and are important in competitive markets. This paper analyses the
messages incorporated in product design. Based on a review of literature, a framework is developed that structures a product's communication into three main groups: expressions about the product itself, expressions about its user and expressions about the company. Categorizing these signs
in detail enables one to identify those expressions that are essential to a new product's design.
Established in 1998, The Design Journal is an international, refereed journal covering all aspects of design. The journal welcomes articles on design in both cultural and commercial contexts. The journal is published four times a year and provides a forum for design scholars, professionals, educators, and managers worldwide. It publishes thought-provoking work that will have a direct impact on design knowledge and that challenges assumptions and methods, while being open-minded about the evolving role of design.