包装设计言语的符号双重分节方法论

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doi:10.19554/j.cnki.1001-3563.2025.12.031

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (12) : 329-338. DOI: 10.19554/j.cnki.1001-3563.2025.12.031

视觉传达设计

包装设计言语的符号双重分节方法论

闻佳^*

作者信息 +

Dual Articulation Methodology of Symbolic Discourse in Packaging Design

WEN Jia^*

Author information +

文章历史 +

摘要

目的从语言符号学角度,探讨包装设计过程中符号双重分节的语用工具性价值。方法首先,审视商品包装设计的信息互动现象,探究可以从语言符号观的视角,将包装设计过程与言语表达过程进行类比研究。其次,从语言文本特征出发,分析包装设计过程中文本整体性与单位离散性之间的复杂关系,提出在文本语义场中如何析解语言单位的现实问题。再次,梳理语言学的符号分节理论,延展至包装符号的分节双重性,总结出符号双重分节作为包装语用分析方法的工具性价值。最后,提炼出基于符号双重分节理论的包装设计方法论并通过案例进行分析与证明。结果在“设计符号具有分节性现象”这一认知观点的基础上,提出“符号双重分节更是一种有效的包装语用分析方法”的论点。从“基于结构主义的分节观”“视点与动机的主观能动性”“组聚与分节的单元关系”“语境论的整体控制”四个方面,提炼出基于双重分节的包装语言设计方法论。结论符号双重分节不仅是语言结构中的认知机制,也可作为解析与建构包装设计语义体系的重要工具。该方法论能有效揭示包装语言中的语义生成逻辑与设计表达机制,为未来相关语言系统的构建提供理论支撑与实践路径。

Abstract

The work aims to explore the pragmatic instrumental value of dual articulation of symbols in the packaging design process from the perspective of linguistic semiotics. Firstly, the phenomenon of information interaction in product packaging design was examined and the ways for packaging design process to be analogized with the process of verbal expression were explored from the perspective of linguistic semiotics. Secondly, the complex relationship between textual integrity and unit discreteness in the packaging design process was analyzed from the perspective of linguistic textual features, proposing solutions to the practical issues of linguistic unit segmentation within the textual semantic field. Thirdly, the theory of symbolic articulation in linguistics was reviewed and extended to the dual articulation of packaging symbols. The instrumental value of dual articulation as a method for pragmatic analysis in packaging design was summarized. Finally, a packaging design metholology was synthesized, and then analyzed and validated through case studies. Based on the cognitive viewpoint of "design symbols with articulation", the argument that "dual articulation of symbols was even more an effective pragmatic analysis method for packaging" was proposed. A packaging language design methodology was synthesized based on dual articulation from four aspects: "the structuralist view of articulation", "the subjective agency of perspective and motivation", "the relationship between unit combination and articulation", and "the holistic control within context theory". The study concludes that the dual articulation of symbols is not only a cognitive mechanism within linguistic structures but also an effective analytical tool in packaging design. It provides a theoretical foundation and practical pathway for the development of packaging language systems, offering new insights into semantic generation and design expression mechanisms.

导出引用

闻佳. 包装设计言语的符号双重分节方法论[J]. 包装工程（设计栏目）. 2025, 46(12): 329-338 https://doi.org/10.19554/j.cnki.1001-3563.2025.12.031

WEN Jia. Dual Articulation Methodology of Symbolic Discourse in Packaging Design[J]. Packaging Engineering. 2025, 46(12): 329-338 https://doi.org/10.19554/j.cnki.1001-3563.2025.12.031

中图分类号： TB482

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