符号学理论在产品设计中的应用――以“OFF-WHITE*NIKE”系列产品为例

APPLICATION OF SEMIOTICS THEORY IN PRODUCT DESIGN—TAKE"OFF-WHITE*NIKE"SERIES PRODUCTS AS AN EXAMPLE

在消费时代中,产品就像是各个功能元素共同作用的合集符号。从符号学角度出发分析产品,能够更好地了解产品本身与其身后所隐含的价值。本文通过分析符号学理论,并结合OFF-WHITE*NIKE系列联名等市场实例进行归纳总结,梳理出符号、产品、市场三者的关系及作用,并以模型概括,简述通过符号设计过程如何扩展产品属性与内涵。以期更好地服务于消费者,创造更多的商业价值。

In the age of consumption,the product is like a collection of symbols that all functional elements work together.Analyzing products from the perspective of semiotics can better understand the product itself and its hidden value.By analyzing semiotic theory and combining with market examples such as Off-White*Nike series,this paper summarizes the relationship and function among symbols,products and markets and summarizes them with a model.It briefly describes the process of how to expand product attributes and connotations.In order to better serve consumers and create more commercial value.