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This paper aims to investigate the applications of the word design in commercial establishments as proposal promotion of products and services from São Luís (MA). For this, it addressed the complexity and ambiguous character that the word design have in order to understand how these definitions and concepts are employed by ludovicense population. Photographic records were held in the city about the use of the word in various media such as billboards, brochures, banners, posters, business cards, instagram, plates and frontages for the purpose of dissemination of services and products. The results were arranged and analyzed according to the polysemic classification of the word design proposed by van der Linden et al (2014). Overall, the results showed that the comprehensibility of the concept of the word “design” is widely associated with aesthetic and commercial values, and so, widespread and seized part, moving away from the essence of the design.

LEVANTAMENTO SOBRE A APLICAÇÃO DA PALAVRA “DESIGN” EM PRODUTOS E SERVIÇOS NA CIDADE DE SÃO LUÍS (MA)