The perception of customers is the reality of the market. For customers, products and communication are signs. The interpretation of the signs leads to meaning; it is the basis for decision processes. The market success of products, then, is the result of the right meaning in the perception of customers. That means that product + communication must be methodically planned as bearers of meaning. This is a challenge for emotional design. How do we go about methodically creating signs that can be perceived emotionally? This semiotic change of perspective is the key to a new understanding of design processes.