Based on the perspective of Morris semiotics, the paper aims to explore the modern transformation strategy of intangible cultural heritage elements in Dong brocade, so as to provide ideas for the inheritance and modern transformation of rural intangible cultural heritage elements. Guided by Morris's semiotic dichotomy, the cultural connotation is interpreted from the aspects of semantics, language structure and pragmatics to expand the application of Dong brocade and construct the interpretation and transformation model of Dong brocade semiotics. The connotation of cultural elements and cultural factors of Dong brocade are analyzed from the semantic dimension, and shape grammar and four-way continuous composition are applied to derive and expand under the guidance of modern design methods; in the dimension of language structure, taking the aesthetic value of modern life as the starting point, combined with design practice cases, the new carrier that fitting Dong brocade products into modern life is analyzed; in the pragmatic dimension, from the perspective of intangible cultural heritage experience economy, under the guidance of service design concept, combined with user journey map and system map, the experience path of Dong brocade intangible cultural heritage industry is explored. As a representative cultural symbol of the Dong nationality, Dong brocade is decorative, functional and allegorical. It corresponds to the dimensions of semiotic semantics, language structure and pragmatics. It builds a semiotic interpretation and transformation model and transforms cultural symbols into perceptible carriers. From the dimensions of semantics, language structure and pragmatics, it proposes modern transformation strategies such as morphological and semantic derivation of Dong brocade, and product life and intangible cultural heritage experience, and explores the various possibilities of innovative application and industrial expansion of Dong brocade cultural elements, shapes the modern new value of Dong brocade, and realizes the productive inheritance and innovative revitalization of Dong brocade.