This study aims to make an analysis on the meaning of products with regards to recent developments in design and production technologies. The notions of the use, exchange and sign values of products are aimed to be questioned and explored through relevant instances within the consumption logic. Mass customization, as an outcome of recent advances in technology is argued through its effects on the meaning and presentations of products within the market. It is also discussed in this thesis how the computer aided design and manufacturing affects the mode of production and how this reflects on the representations of products that we encounter.