It is very important to make 'Lay Out' the part of Advertising Expression. That is why it has different feeling to inform the same elements of advertising expression according to how to arrange it visual elements. So called 'Different Feeling' is judged to result in the different of interpretant about the Form of visual element consist of advertising expression. It is natural phenomena in terms of personality as it were ads creator's emotional 'different' as same as it has the different of phenomenological interpretant according to the various directivity of a interdisciplinary. This research indicate 'The Design of Shape' as emotional Lay-Out's paradigm for the scientific interpretant of various 'Different' in advertisement expression. The Design of Shape imply to conceptual meaning as perceptional frame as we called 'in' and 'out' including all of the objective. Get through the design of shape, We are possible to sight the world of border on 'Inner Space' and 'Outer Space'. So We can insight to emotional judgement 'overflow' or ' insufficient' to lay-out get through the figure of shape in terms of advertising expression. The final Lay-Out of ads expression appear to the intuition of ads creator compromising the purity of 'shape'. This study define the figure of various shape according to the involvement of advertising expression in search of the intuition type of shape. Finally, It is put the stress that The Lay-Out make 'Shape' for the harmonic of advertisement expression's different.