符号学视野下的包装图文设计

On Graphic Design under the Semiotic Perspective

目的本研究以符号学为视角,分析了包装图文设计的3个层面,也即是作为功能的表达层面、图文编排的审美层面以及图文的叙事互动层面,而这3个层面的划分是为了研究的方便,在设计实践中3者是一个统一的整体而不可分割和切分。方法产品包装需要向消费者传达产品的准确信息,一是让消费者了解产品的目的,这些信息主要包括:产品商标、品名、图像、生产日期、安全信息等;二是以图案的形式对企业和产品进行推广。结论包装上的图案以一种形象直观化的视觉语言来告知包装内的产品以及强化产品形象,而文字则是包装传达产品信息有效地传递给消费者两者的结合是包装设计一个永恒的研究课题,在此基础上,应用符号学解决问题的相关方式与方法提出了进行包装图文设计的具体过程,为包装图文设计提供新思路与新方法。

Based on the semiotic perspective, it analyzes the three aspects of packaging graphic design, which is the aesthetic aspects of the expression level, as a function of the layout and graphic interactive narrative level, and the division of these three aspects is to facilitate the study, practice in the design of the three is a unified whole. The product packaging needs to convey the accurate information to the consumer, one is to let the consumer understand the purpose of the product. The information mainly includes product trademark, name, image, production date, safety information, and so on. Another is to promote the enterprise and product in the form of pattern. The design of the packaging is an intuitive visual language to inform the products in the packaging and to strengthen the product image, while the text is the combination of the packaging and conveying the product information to the consumer effectively. On the basis of this, the specific process of packaging graphic design is put forward by applying semiotics to solve the related ways and methods of problems, which provides new ideas and methods for packaging graphic design.