产品语义学——企业产品语言的创造

Product Language,the Creation of Corporation Product Language

产品语义学是研究产品语言的表达意义。产品造型除表达其功能性目的以外,还要透过其语义特征来传达产品的整体视觉感受,传递出企业产品特性,同时还包括使用方式、文化内涵,并体现特定社会的时代感和价值取向。正如法国著名符号学家皮埃尔·杰罗所说的,在很多情况下,人们并不是购买具体的物品,而是在寻求潮流、青春和成功的象征。本文从企业产品设计角度研究产品设计的差异化竞争,主要探讨产品语义学是如何帮助企业进行完成独特产品语言的塑造;如何向消费者传达整体的产品视觉感受,以达到独特的企业产品视觉识别的目的。

Product Semantics is a science that could convey product language.With the development of society and the subdivision of consumption level,the spiritual function of product form which is emotional need of consumers requires semantics characters to deliver the whole visual impression,the way of operation,the significance of culture and basic value in modern society except conveying function itself.As Pierre Rogers said that in many cases people not bought a specific piece of good but seeked fashion,success and youthfulness,This paper research differentiation competition from the item of product design,mainly discuss how Semantics help corporation compete the personality of product identity.