Product semantics was developed and introduced by Krippendorff and Butter
(1984: in Riley 2001) and is defined as the study of symbolic qualities of man-made
shapes, in the cognitive and social context of their use. According to this definition,
product semantics is concerned with the relationship between the user and the
product on one hand, and the importance that objects assume in an operational
and social context on the other hand. Intentionally or not, all manufactured
products make a statement through shape, form, colour, texture, etc. They
communicate with users and can never be contextually neutral. It is widely
recognized that visualization is important when it comes to assessing the feasibility