He majored in Visual Design at Hongik University and went on to study Advertising Design and Visual Communication at the Graduate School of Industrial Arts at Hongik University and the School of the Art Institute of Chicago (SAIC). While studying signage and symbols at the University of Illinois at Chicago, he explored a semiotic approach to design research. He later earned a Ph.D. in Fine Arts from Hongik University, where he analyzed visual humor through semiotics. He has contributed to the corporate identity program (CIP) designs for Korea Electric Power Corporation, Munhwa Broadcasting Corporation, Chohung Bank, Chilsung Cider, Nonsan City, Cheongju City, Chungcheongbuk-do Province, and the Satellite Research Center. He also served as an image improvement consultant for organizations such as the Korea Customs Service and the Public Procurement Service. He was the president of the Korean Society of Basic Design & Art and worked as a visiting scholar at the Faculty of Asian and Middle Eastern Studies at the University of Cambridge, where he researched visual culture in the UK and East Asia. Currently, he is a guest professor at Lu Xun Academy of Fine Arts in China and a professor of Communication Design at Hongik University, continuing his research and work in semiotics, visual communication, visual culture, and cultural content design. His authored books include Semiotics of Advertising Design, Visual Fun, Visual Pun, and Design Semiotics. He has also translated Bauhaus and Design Theory, Graphic Wit, Visual Expression, Design of Dissent, and Reading Visual Design Through Semiotics. ywpark@hongik.ac.kr / designhumor@hotmail.com