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Designing software involves good perception, good reasoning, and a talent to express oneself effectively through programming and interactive languages. Semiotic theories can help HCI designers increase their power to perceive, reason and communicate. In this paper we present the semiotic engineering approach to HCI and some of the results that have been reached at the Semiotic Engineering Research Group (SERG) at the Informatics Department at the Pontifical Catholic University of Rio de Janeiro (PUC-Rio).