The phrase "what is design" has been contemplated constantly. Walking down the street, people see cars, buildings and advertisements; work of art that serves purposes in everyday life. Throughout society, people are bombarded with a design truth that fascinates users and manifests itself in cultural space. It's a broad definition and this may be due to the existence of the art, with the two forms sharing such similarities but being quite distinctly different. Designers create to capture users' attention, but "what is design?" When the term "design" comes to mind, it may be difficult to define and is often misunderstood as an artistic term, however 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 arouses and is aesthetic, but design is explicit and has a practical purpose that seeks to get people to stimulate their needs and desires. What they don't know is that design could be classified into different parts. So how can the term design be defined to deepen its understanding? To understand design, people should know the concept of representation and semiotics and how the two together clearly understand branding as a cultural space that shapes everyday experiences. The impersonation is heard often and has many definitions. When using this in terms of design, representation is a space where reality is socially constructed. It is something that is represented and mediates what and how users think. Social space is a process distributed among users. Because everyone interacts in that social space, designers can gather information and ideas to understand the important facts they need to know about par...... middle of paper ......something. From a designer's point of view, design means “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 designer products that keep coming out stimulate society. When it comes to design, representation mediates how users think, and semiotics is a powerful tool for attracting users' attention. These two key concepts provide a clear understanding of how brand representation can be so powerful and influence the cultural space that shapes people's experiences. Works Cited1. O'Brien, Susie; Szeman, Imre Excerpt from: Popular Culture: A User's Guide, Second Edition, pp. 67-99.© 2010 Nelson Education Limited.2. Neumeier, Marty. “Excerpt from The Brand Gap” in The Brand Gap, pp. 1-19. © 2005 Peachpit Press.