Design often involves representing some signs by others, asking
What makes some representations better than others?
Thus: design as value-driven representation.

Semiotic morphisms are maps of semiotic spaces that preserve significant properties.

In many real examples, not everything can or should be preserved:
E.g., book table of contents preserves structure & names of parts, but not content.

Design is massaging source & target spaces, & morphism, to achieve quality, subject to constraints, plus discovering and refining values, all done iteratively.

Design principles (all with precise mathematical formulations):

  1. Important subsigns map to correspondingly important subsigns in representation.
  2. Most important axioms also satisfied by their representations.
  3. Better to preserve form (i.e., structure) than content, if something must be sacrificed.
Third is called Principle F/C; many special cases familiar to designers.

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