With the rapid development of science and technology, especially the broad - based information technology, we have turned the industrial society into information society. Under the background of this new era, people's life style, demand and value idea are having great change, which affects directly the variety and extension of the industrial design's category and scope. Therefore, the designers begin to pay more attention to the amenity and emotion of products in the design field. The products' spiritual function is more and more important on the base of the practical function. So the metaphor, as one kind of extremely universal and diverse way to express emotion, plays a significant role in design. At the same time, the science and technology also supplies designers more metaphorical design space. This article aims to discuss how to apply metaphorical semeiotics to indicate the abundant emotional characteristic of products in industrial design.
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