Advances in Social Science, Education and Humanities Research, volume 572

Proceedings of the 7th International Conference on Arts, Design and Contemporary Education (ICADCE 2021)

An Interpretation of Semiotics in the Display Design

of Apple User Experience Store
Jiawei Mao1,*
1
Fuzhou University Xiamen Academy of Arts and Design, Xiamen, Fujian 361002, China
*
Corresponding author. Email:[email protected]

ABSTRACT
The theory of semiotics is applied to interpret Apple user experience store and analyze the relationship between
Apple brand and experience store. The symbolic content of Apple brand is summarized, and the "signifier" of the
brand is corresponding to the "signified" of the experience store. Based on this and the author's design of
experience store, the content of display design is analyzed from the perspective of semiotics one by one. Finally,
the display symbols of Apple experience store are interpreted, and three key points are identified, namely
recognition, balance and experience. Taking the current excellent display space of Apple experience sore as a
case, the theoretical research of display space is promoted.

Keywords: Display design, Semiotics, Apple user experience store.

1. INTRODUCTION Saussure, a Swiss linguist, believed that language

is a symbolic system of expressing thoughts with
Apple user experience store, as a place for sound, and the combination of the symbolic and the
customers to connect with merchants, provides represented becomes a symbol, which makes
customers with quality services. As a model case of linguistics subordinate to the category of semiotics.
current marketing, the success of the user experience [2] He believed that the whole language system could
store is inseparable from the Apple brand itself. The be explained through various forms of association
creation of corporate culture belongs to the category and combination. Therefore, symbols are integral but
of semiotics theory. How to reflect the concept of not isolated, and they are mutually restricted symbol
brand symbol in the space is a problem to be solved. systems. The two words signifier and signified are
Many of the implications of the user experience store the basic contents of Saussure's semiotics. The
that Jobs presented through a series of designs are signifier is the sound image of the symbol, while the
worth exploring. The relationship between the signified is the conceptual part of the sign. These two
exhibition space and the Apple brand presented can parts form a whole, the sign. The signifier refers to
be explained from the perspective of semiotics theory, the external form of language signs perceived by
so as to put forward some new thinking and inspire people, and the signified refers to the internal
more ways of exhibition design. meaning represented by language signs. The study of
western semiotics is based on this basic concept.
2. THE RELATED CONCEPTS OF "The signifier" refers to the external expression level
SEMIOTICS of a symbol, such as the sound and text, which can be
intuitively recognized by people, while the
Semiotics is a subject that studies symbols, and "signified" refers to the internal concept level of a
studies the nature, development rules and symbol, such as the abstract concept and meaning
significance of symbols, as well as the relationship associated by a symbol.
between symbols and human behavior. [1] More than
In the brand symbol, the signifier refers to the
half a century later, it was gradually applied to the
enterprise name or logo and the corresponding
field of art and design, and the contents of semiotics
product, which is the first layer of interpretation. The
were expanded and rich theoretical achievements
second layer of interpretation is the communication
were brought.
of enterprise spirit. For the sake of marketing, the

Copyright © 2021 The Authors. Published by Atlantis Press SARL.

This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 407
 Advances in Social Science, Education and Humanities Research, volume 572

brand has some connotation at the level of and brings new experiences, feedback and symbols to
consciousness, and makes people impressed by the consumers.
advertising slogan. Therefore, brand symbols will
form a pattern. Logo symbols and products help 3.1 Logo
people form the first layer of cognition. The match
between products and display space forms the The apple is a symbol of wisdom in Greek
inherent manifestation form of the brand, and then mythology. The apple with a bite is the symbol of
forms the second layer of cognition. On the basis of Apple, which reflects their desire for high technology
these denotations, the third level of cognition is and the courage to explore the unknown [5]. The
generated by the correspondence between the Apple logo as we see it today, however, has evolved
signified of brand spirit and connotation and brand over time.
symbol. The brand symbol must be updated with the In 1976, a classic design drawn by Ron Wayne
tides to constantly inject new forms of signified. The with pen became Apple's logo. Inspired by Newton's
continuous injection of internal and external discovery of gravity under an apple tree, it showed
extension makes the brand become a huge symbol Apple's desire to explore technology. The overall
system, and the image of the brand is gradually design is complex and unsuitable for practical
deeply rooted in people's hearts to achieve the application. In the same year, it was replaced with an
purpose of recognizing the signified. After decades of apple with a bite. This colorful apple also symbolizes
development, Apple has become familiar with the a rich production line. In 1998, the brand positioning
public and its symbol system has become deeply became simple and clear, and the logo was changed
rooted in people's hearts. Once the brand symbol to a monochrome Apple icon; In 2001, the color
signifier appears, people will think of its content became transparent to match the new Mac OSX
signified. system. The Apple logo has a glass feel and changes
In the development process of enterprises, brand with the interface of the system. When Apple
symbols originally exist in the form of "signifier" to introduced the iPhone in 2007, Apple Computer
distance themselves from other products, while the Corporation changed to Apple Corporation, adopted
"signified" of a brand is limited to the subjective the glass logo, and introduced the multi-touch touch
communication goals set by brand communicators. [3] screen technology to the iPhone, bringing a new user
Therefore, it is difficult for consumers to understand experience. In 2012 Apple introduced a new logo, the
the profound meaning represented by the brand current flat logo, which may mean that the New
symbol. As the core, brand symbol needs to be iPad's Retina display technology will be at the core of
valued by enterprises. Different methods should be Apple's next move (see "Figure 1"). [6]
employed to refine easy-to-remember symbols and to
communicate them repeatedly to consumers for
promotional purposes.

3. APPLE'S IDENTIFICATION
DESIGN FOR SYMBOL CONTENT
The popularity of Apple products is driven by
symbolic consumption of the brand. Consumers are
willing to pay a higher price for Apple's "symbol"
value, and customers can obtain more usage value
and symbol value than expected by consuming
symbols. [4] Therefore, symbols are very important
to the brand.
Figure 1 The evolution of the Apple logo Source:
Brand symbol is an abstract concept rather than a
Internet.
specific product. In order to establish a specific
symbol image in the mind of consumers, the concept The change of core products has led to the
needs to be constantly instilled, gradually solidified constant change of Apple logo, which is also the
and formed with the accumulation of time, and it change of the core concept of brand symbol. In
must comply with the rules of consumers' cognitive Apple's semiotics system, the meaning of symbols
process. This impression is reinforced by Apple's rises to a cultural activity, changing consumers'
superior design that meets consumers' aesthetic needs decisions, and the apple also becomes a symbol of

408
 Advances in Social Science, Education and Humanities Research, volume 572

new technological exploration. Only the needs of make its brand personality and product reputation
enterprises are correctly expressed, logo design can spread all over the world and realize the globalization
be recognized by enterprises and society, to promote of Apple fans.
the progress of brands and enterprises, so as to
promote the progress of society. 3.3 Marketing

3.2 Advertising Instead of being pushed out of the market, Apple

and its products have taken the world by storm in the
In 1984, Apple introduced the Macintosh era of rapid replacement. After using one of Apple's
computer, which ushered in a new era of personal products, users become so enamored with the brand
computing. It changed the previous man-machine that they stop using other corporate products.
dialogue mode, the cursor and English commands are
Apple has a distinct brand personality: unique,
turned into a smiling face and convenient mouse
innovative, extraordinary, fashionable. And the Apple
interface. The graphical user interface was
symbol is very popular with users. Customers stay up
popularized on personal computers for the first time.
all night and queue up to buy, showing their loyalty.
[7] For this reason, TWBA designed an
The phenomenon of extending from one symbol to
advertisement for this product, namely "Apple 1984",
another is Apple's unique emoticon. They follow
which was broadcast only once during the TV
Apple's new products every quarter, fill their lives
broadcast, and caused a huge response, becoming one
with Apple products, and influence the people around
of the "100 Years Classic Advertisements". The AD
them with their product worship.
focused attention on the changes in the computer
itself, arousing consumers' curiosity and desire to buy. Thanks to years of marketing, Apple fans have
developed emotional symbols of loyalty and
When Jobs returned, he drastically changed the
persistence. Even though there are so many products
company's schedule, increased the advertising budget,
on the market, Apple fans still only see Apple
and worked with TBWA again. Liklau then created
products. They cheer and scrimp every time Apple
another classic AD campaign for Apple: Think
launches a new product, an emoticon marketing that
different series (see "Figure 2"). It inherits the
few companies can achieve.
personality of the last advertisement, forms an
internal connection between Apple computers and
consumers, analyzes consumers' psychology, and 4. SYMBOL APPLICATION IN THE
meets the psychological needs of consumers to APPLE USER EXPERIENCE STORE
perceive the needs.
The above analysis shows that Apple user
Experience Store, as a display space itself,
participates in the whole process of commercial
activities. It is the vanguard to convey Apple brand
symbols and the link to create the signifying symbols.
Therefore, the overall design of the space and the
configuration between the elements are essential for
the mobilization of the senses and interests of
consumers.

4.1 Design Concept

The brand with distinct personality is the core of
Figure 2 Think different. Source: the Internet. the whole enterprise, so the presentation of the design
has an obvious dominant role. Apple brand highlights
The ads further expand the meaning of Apple's the unification and standardization of its operation. It
brand symbol system. These two classic strictly controls the details of its space design, the
advertisements make Apple's products immediately way of commodity display, materials, colors, etc., so
attract a large number of consumers and mark a as to show the style of the brand in a unified and
fashionable brand symbol label in the minds of distinct image. Therefore, the design scheme of the
consumers. To this day, Apple's ads have continued author continues the style of Apple User Experience
this style. In order to stabilize its brand image, Apple Store.
has adopted a series of communication techniques to

409
 Advances in Social Science, Education and Humanities Research, volume 572

An excellent experience store should not only 4.2 Layout Chart

conform to the popular trend of the social
environment, but also design carefully in the brand The appearance of the user experience store is
information transmission and practical functions, so crucial to the entire exhibition space, which directly
as to achieve the needs of consumers and guide the determines whether customers will be attracted and
trend of consumers as far as possible. Various forms impressed. A good look will attract customers into
of elements should be reasonably used to create a the store and start their creative Apple experience.
unified image of the brand in every detail, and Therefore, the author's scheme also uses the
consumers should not miss any small perception structure of the cube, which is consistent with the
opportunities. At present, the existing experience previous practice. At the same time, the table display
stores on the market do not provide most customers has been retained. These are the original symbols of
with comfortable experience. Customers can only the Apple Experience Store. As for the floor plan, the
stand to try out the products, and the advertising aesthetic feeling of composition is taken into account,
display area of the brand is not enough, and there is a with a clear primary and secondary distinction in
lack of some corresponding guidelines. sparsity and density. The degree of privacy also
varies, and the deeper into the building, the more
gaps there are to ensure a comfortable experience for
individuals and to better convey the Apple symbol.
(See "Figure 3")

Figure 3 floor plan: designed by the author.

The entire space is centered around a central LED

display area, which scrolls through Apple's ads. Due
to the large footprint, three entrances are designed to
distribute traffic. The biggest highlight of this design
is the setting of VIP experience room, which meets
the needs of some customers with large orders or
special needs. Specialized escort to solve problems
can greatly improve the success rate of the
transaction. (See "Figure 4")

410
 Advances in Social Science, Education and Humanities Research, volume 572

Main display area

Central LED display

area

Display area at side Display area at side

door door

VIP experience room

Cashier area

Figure 4 Functional partition source: designed by the author.

As for the experience line of the crowd, the cultural characteristics. The design of Apple
central area is constructed and its shape is obviously Experience Store fully embodies the brand concept of
different from that of other surrounding areas to pioneer and fashion, and plays an important role in
attract people's attention. As a result, this section the promotion of Apple's brand symbol. [8] The
occupies the largest space. People entering from the expression of spatial form needs to comprehensively
main entrance can reach it directly, while people consider the functional requirements and spiritual
entering from the side entrance need to make a detour, feelings of the space, that is, to unify the
which also helps to reduce the over-density of the requirements of commodity display and brand culture
flow. concept, so that the space is practical and can create
different spatial artistic conception according to
The flow of people in the experience area is
different ideas.
relatively frequent, while the sofa and cashier area
are relatively quiet, which is more suitable for special When customers enter the Apple Experience
consumers to consult and pay. (See "Figure 5") Store, they see that the spatial design, color selection,
lighting combination, material shape and material
matching are all consistent with the original
impression of the brand in their mind, and their
favorable impression and desire to further understand
the products of the brand will be stimulated. At this
time, the appropriate participation of the salesperson
is helpful to solve the possible difficulties in the
cognitive process, so that customers can better move
in the space. (See "Figure 6")

Figure 5 Dynamic road diagram Source: Designed by

the author

4.3 Analysis of Renderings

The large glass curtain wall and transparent Figure 6 Renderings of the exterior of the building
staircase are the unique elements of the Apple Source: Designed by the author.
Experience Store, and the experience stores in
different countries will be changed according to local

411
 Advances in Social Science, Education and Humanities Research, volume 572

The design elements of the previous experience people, while special customers with a large number
store are retained in the design. The lights are as of orders should get better service.(see "Figure 9")
bright as possible and the floor height is higher to
create an atmosphere of avant-garde. The colorless
system is matched with the color of the log, which is
the main color and has been the intention of the apple
symbol. Cylindrical LED screens are used as visual
focal points throughout the space.(see "Figure 7")

Figure 9 Renderings of VIP Experience Area. Source:

Designed by the author.

5. INTERPRETATION OF THE
DISPLAY SYMBOLS IN THE APPLE
Figure 7 Renderings of the main entrance. Source:
EXPERIENCE STORE
Designed by the author.
Display design is a comprehensive design of
Two rows of display cabinets can be set up to
display space, environment, props, lighting, product
form a natural partition to avoid the whole space
display and various information media for the
being in full view. This part is also the most neatly
purpose of realizing a certain function, so as to create
arranged part in the whole space. (See "Figure 8") At
a place for communication. [9] An exhibition
present, the experience store on the market is
includes not only visual communication design, but
presented in this way, which is the memory of the
also the participation and coordination of various
Apple brand symbol. The design of the author
designs. As a member of display design, the
inherits this communication mode in order to arouse
coordination between display content and display
consumers' signified impression of the experience
space is the primary consideration of Apple
store.
Experience Store.(see "Figure 10")

Figure 8 Renderings of the main display area Source:

Designed by the author. Figure 10 Renderings of the side door display
area. Source: Designed by the author.
Previous experience stores did not have such a
sofa chair, due to the type of people the designer may 5.1 Identification
have taken into account. Setting up such a location
can make users who are not themselves interested use Apple Experience Stores are filled with products,
it as a place to rest. However, with the improvement ads, and signs. In the whole process of creation,
of living standards, this phenomenon can be avoided. Apple Experience Store utilizes product factors and
Experience stores are generally set in some high-end environmental factors of Apple brand symbol to
business districts and have already screened most facilitate the design, and makes reasonable use of

412
 Advances in Social Science, Education and Humanities Research, volume 572

people's psychological state, emotional factors and 5.3 Experience

human-computer interaction to enable them to
receive the brand information. The design of Apple The design enables the visitors to naturally
Experience Store is not only artistic, but also in line integrate into the exhibition space, participate in the
with the principles of display. The symbolization experience, and achieve a good display effect.
process of Apple Experience Store enables the A large part of the reason why the popularity of
audience to better accept the more comprehensive Apple products can be sustained comes from its
information of Apple products. innovation of spatial experience. The Apple
Apple experience stores all over the world have a Experience Store has successfully solved the
common display symbol, which is elucidated from problems of using related products, collecting bugs,
the brand symbol, such as color, lighting, material, and collecting ideas and opinions. In the meantime,
etc. As a communication medium, display symbol Apple's software engineers are busy working on new
has the characteristics of easy dissemination and software that users can download and use as soon as
understanding, which puts forward higher possible. This has given Apple a rapid rise in
requirements for the identification of symbol form. customer loyalty, a deliberate idea that is rare inside
The experience store itself is a place where material and outside China. [11]
attributes are transformed into emotional attributes, Apple Experience Stores are very clear about the
reflecting the cultural characteristics and humanistic importance of deepening customers' recognition of
values of symbols. [10] Through the flexible Apple symbols, and the factors that affect their
application and analytical construction of Apple's recognition of Apple brand include both objective
symbol system, designers guide the arrangement and factors of the space itself and subjective factors of
combination of various exhibits, harmonize the consumers. Objective factors include product
relationship between elements, environment and uniqueness, spatial layout and atmosphere creation,
audience, so as to meet the creative and anticipated brand sales staff behavior; while subjective factors
ideas of designers. include three dimensions: need, experience and
characteristics. The objective aspect is under Apple's
5.2 Balance control. Apple products, through mass media and
word-of mouth spread by consumers, have created a
Modern semiotics summarizes a large number of
preconceived impression in the minds of the majority
symbols in human society, forms the transmission
of consumers — fashionable, avant-garde, high-end,
symbols with high efficiency and aesthetic value, and
and expensive.
applies them in display design. How to balance the
relationship between exhibits and space is an
important issue to be considered in exhibition space. 6. CONCLUSION
To explain Apple Experience Store from the Baudrillard believes that the essential
perspective of semiotics, on the one hand, can show characteristic of consumption is not the consumption
the materiality of Apple Experience Store; on the of goods, but the consumption of symbols. [12] As a
other hand, it can reveal the spirituality of Apple carrier of symbol transmission, exhibition space
Experience Store and express the arbitrariness of needs to show the inner spirit of the enterprise and
space. These symbols are generated based on the better attract consumers. In today's era of high
development of Apple brand and under the consumption, consumers pay less attention to the
fragmentation and reorganization among products, satisfaction of their physiological needs than to the
enterprises, advertising and marketing, which has a satisfaction of their psychological needs. The
strong arbitrariness. The balance between them is semiotics interpretation of the display design of
demonstrated through practice. Apple Experience Store presents a good image of
display design, which is worthy of reference for
Therefore, the exhibition space is not only the future design. In terms of image, display space can
representation design of symbols. It is more highlight specific brand culture by changing its
important to convey meaning through symbols, to physical structure. In terms of image, it can combine
convey deeper connotations, and to form a balance spatially related attributes with brand symbols, so that
between the space and the brand itself. consumers can have some symbolic awareness, and
form an inherent impression in consciousness, and
strengthen the signified of symbols. The display
design of semiotics helps to achieve the signified

413
 Advances in Social Science, Education and Humanities Research, volume 572

renewal of brand and space, brand and product, brand [12] Zhao Lijuan. through the symbolic significance
and emotion. to out of the consumerist misunderstanding [D].
Beijing Forestry University, 2014.
AUTHORS' CONTRIBUTIONS
This paper is independently completed by Jiawei
Mao.

REFERENCES
[1] Zhou Leyao. Research and Application of
Chinese Character Design Based on Semiotics
[D]. Beijing Institute of Graphic
Communication, 2009. (in Chinese)
[2] Yang Ziyue, Duan Yong. Analysis of the
Cultural Representation of Semiotics in
Environmental Art Design [J]. Arts In China:
Second Edition,2012,(3):191-191.
[3] Sun Yingying. The Effects of Design on
Consumer's Brand Cognition: A Case Study of
iPhone [J]. Design Research, 2014,4(02):21-
24+31.
[4] Zhang Cen.The Significance of Advertising
Signs in a Consumer Society [J]. Journalism &
Communication, 2012(07):150-151.
[5] Ye Jian. Analysis of Apple’s Core
Competitiveness and Its Enlightenment [D].
Fudan University, 2009.
[6] Hao Xiaohua. Inspiration Creativity and Brand
Culture of Logo Design Symbol [J]. Packaging
Engineering, 2013,34(06):109-112.
[7] Wang Yue. The Research of Publicity as
Religion During Brand Symbol Promotion by
Apple Inc. [D]. Shandong University, 2014.
[8] Zhu Fangyi. brand communication of Apple Inc.
under the perspective of cultural branding [D].
Jinan University, 2012.
[9] Zhou Wanying. Analysis of Visual Semantics of
Display Design from Design Semiotics
[J].Popular Literature and Art,2012(04):65-66.
[10] Li Jiang. Application and research of semiotics
in exhibition design [D]. Tianjin Academy of
Fine Arts, 2005.
[11] Li Ming. Research on Apple's Mobile Phone
Product Marketing Strategy [D]. Anhui
University, 2012.

414