The expression “what is design” has been constantly thought about. Walking down the street, people see cars, buildings and advertisements; work of art serving daily life. Throughout society, people are bombarded by a multitude of designs captivating users and manifesting in cultural space. This is a broad definition and may be due to the existence of art, with the two forms sharing such similarities yet being very distinct. Designers create to capture users’ attention, but “what is design?” When the term "design" comes to mind, it can be difficult to define and is often misinterpreted as a term for art, but they have two completely different meanings. People understand that the only difference between art and design is that art is a skill. and original work that is arousing and aesthetic, but the design is explicit and a practical goal trying to convince people to stimulate their needs and desires. What they don't know is that design can be classified into different parts. So, how can we define the term design to deepen their understanding? To understand design, people need to know the concept of representation and semiotics, and how the two together provide a clear understanding of branding as a cultural space that shapes everyday experiences. Representation is often heard and it has many definitions. In design terms, representation is a space whose reality is socially constructed. It is something that is represented and mediates what users think and how. Social space is a distributed process among users. Since everyone interacts in this social space, designers can gather information and ideas to help them understand the important facts they need to know about par...... middle of paper ...... nothing . From a designer's perspective, design is about "making things better for people" and focusing on human behavior and quality of life. As a designer, the first step is to find out what the client wants and needs. All the design products that are constantly coming out stimulate society. When it comes to design, representation influences the way users think and semiotics is a powerful tool for grabbing users' attention. These two key concepts provide a clear understanding of how brand representation can be so powerful and affect the cultural space that shapes people's experiences. O’Brien, Susie; Szeman, Imre Excerpt from: Popular Culture: User's Guide, second edition, pp. 67-99.© 2010 Nelson Education Limited.2. Neumeier, Marty. “Extract from The Brand Gap” in The Brand Gap, pp. 1-19. © 2005 Peachpit Press.