产品形象与包装图形符号设计的语境研究

Context of Product Image and Packaging Graphic Symbol Design

目的把握产品形象与包装图形符号设计的语境。方法先对产品形象与包装图形符号语境的相关概念及语境的基本类型进行了阐述,指出了把握其语境的重要性;在此基础上,结合语境的构成要素和产品的商业特征,对产品、场合、商机、消费对象、品牌传承等产品语境因素进行了逐一阐述和例证。结论了解并把握产品语境,可使产品形象与包装图形符号的表达更为精准,能让设计意图和产品信息更顺利畅通地被消费者解读并接受,从而实现设计者、设计物和消费者三方面无障碍沟通。

It aims to grasp the context of product image and packaging graphic symbol design. It expounds the rele- vant concept and basic types of product image and packaging graphic symbol context. It points out the importance of context to grasp. On this basis, according to the contextual factors and the product business characteristics, one by one, it expounds and illustrates the contextual factors, such as products, places, business opportunities, consumption object and brand heritage. Understanding and grasping the product context can make the product image and packaging graphic sym- bol expression more accurate, make consumers more smoothly flowing read and accept the design intent and product in- formation, so as to realize the designers, design content and consumers barrier-free communication.