Product semantics is an important concept in the contemporary product design. The current thesis research, applying separately the ¡§Semantic Differential (SD)¡¨ approach and the ¡§Multidimensional Scaling (MDS)¡¨ method, parallel tested the dimensions of symbolic communication between products and consumers. While taking the rational dimension in the traditional product consideration as the base-lines to contrast, the present study explored, reviewed, and tested with empirical data the constructs of affective aspects in product design and the possible dimensions. The testing products included: desk lamp and sofa coach, each involving 10 product design in various styles or attributes. Participants in the empirical data collection were 120 undergraduate and master students at National Sun Yat-Sen University, Kaohsiung, Taiwan; 60 in the experiment for MDS data and other 120 for the survey questionnaire of the SD scales. The results in SD data analysis, through the factor analysis and the reliability checking, confirmed existence of three affective dimensions¡Xaesthetic design, mood expression, and ideology assertion¡Xwith good statistical significances. On the other hand, the MDS data, via clustering the subjects into homogenous groups and the dimensional plots, partly revealed some of the affective aspects, while also demonstrated the rational perception in traditional consideration. The statistical checking figures all were controlled within the acceptable levels.