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The project aims to understand how is the relationship between semiotics and design within the largest center of furniture industries of Minas Gerais, Ubá, analyzing it by conducting a field research, interviewing designers of these companies, and analyzing marketing materials, always confronting theory with what happens in practice in order to stimulate discussion about the possible benefits of its application to the city’s products, whether by symbolic issues or the value proposition, and the importance of semiotic studies to design, which, according to information obtained, although there were some incentives for the pursuit of semantic differentiation of the products in the region, there is still a lack of interest in investments aimed to use design as a competitive advantage, especially in an economic crisis, because the design’s strategic potential is still not recognized in the furniture center of ubá

Aplicação semiótica a projetos de produto: estudo de caso do polo moveleiro ubaense