Product morphologic semantic and human cognitive habits

The development of technology brings some problems to the products. Some consumers don’t know the products’ use, they even can’t identify its function. Morphology means something relative with the human’s psychology symbols, therefore, the product positioning shall comply with it so as the complicated message can be easily accepted and understood. The significance of the product morphologic semantic is to change a complex product into a simple image with the help of it. Every product contains many meanings together with different kinds of transmitting message. It is product morphologic semantic that breaks the traditional ergonomics consideration, which is only for the physical and physiological function, and adds psychology, mental factors. As an industry designer, the utmost task is to improve the user’s cognition, shorten the period, study the particular message transmitting way under the application of morphology.