Study On Phenomenon Of Product's Homogenization Based On The Semiotics In Household Appliances

The article mainly views color TV, fridge, washing machine and air-condition, systematically analyses the reasons and effects of Homogeneity, and then brings forward the solving direction to Homogeneity in product design of household appliances, according to the relative theories of consumer culture and product semiotics.Homogeneity is a degree, exists with Heterogeneity in the historical steps and the development of design history, and occupies the leading position alternately. Homogeneity is a common phenomenon in the present market of household appliances. Meanwhile, people are not content to the using function of products. They ask more for their symbolic function. Now consumption steps to the period of symbol.Being symbol, the product has signifier, signified, and meaning, that is denotation and connotation of products. Denotation that transmitted by the forms, colors, material and sound of products is definite and rational. Connotation is ambiguity and emotional, expressed by consumers' association and usage. Effected by the individual's viewpoint and the social culture environment, connotation is different.Different symbol can solve the homogeneity problem of household appliance. The text propound the solving direction to the question "Where is different symbol." Different contexts are founded to express different connotations. Finally the article brings up six developing directions to context meaning at the angles of substance, things, humans and cultures. Of course these factors have not the effect separately, but can contributes to the context of product symbol by mutual functions.