This study looks at design practice from the concept of semantics and semantics in linguistics and furthermore it focuses on the relationship between signifier and signified precisely when applied to product design. The gap between designers' interpretations and users' understanding of product form is recognized as coding - this can be divided into two diametrical positions: encoding (where signs are produced) and decoding (when signs are received). Contained within this paper, the logic of metaphor, simile, and metonymy are illustrated and the concepts of gestalt, context and layer in encoding aspects are introduced and suggested is a new model to clarify the cognitive distance between encoding and decoding.