This study is grounded upon the cognitive process and knowledge representation, analyzes the differences in perceptions between designers and users by applying schema theory. Per design process, we disassembled the semantic words that represent the design concept, and re-construct the representative visual imagery library. We experimented the imagery library with selective designers and users, and through their selections of the images, we uncovered: 1. The differences largely exist in concept interpretation and imagery selection between designers and users, which has strong relationship with their different schema; 2. The experiment revealed the fact that designers are inclined to understand the concept by disassembling the elements, and have obvious tendency of professionalism, while users’ interpretation prefers complete forms and life-oriented; 3. As compared with users, designers relatively prefer brand-new, creative elements in selecting visualized representation.
