目的 旨在通过莫里斯符号学理论框架,结合生成式人工智能（AIGC）技术,优化胶东磕子包装设计,保护胶东乡村文化资源。方法 通过莫里斯符号学分析,从符形层、符用层以及符义层提取符号学意象词汇,运用FAHP和QFD明确设计元素关系,构建AIGC设计初步模型,为传统民俗文化产品包装设计提供了新思路。结果 在FAHP与QFD的设计要素指导下,结合AIGC的生成与优化,形成了符合市场预期的胶东磕子包装方案。设计不仅融合地方文化元素,获得较高市场接受度,也为乡村文化复兴与区域经济多元化发展提供了新路径。结论 构建“符号学分析—量化建模—AIGC生成”的智能包装设计范式,为传统文化的当代表达与市场转化提供新路径。研究表明,该模式有效实现了胶东磕子文化的视觉转译,并在市场评估中表现优异,验证了其在文化传承与商业应用中的可行性。
Abstract
The work aims to optimize the packaging design of Jiaodong Kezi by integrating Morris's semiotic framework with artificial intelligence generated content (AIGC) technology, thereby contributing to the protection of rural cultural resources in Jiaodong. Based on Morris's semiotics, symbolic imagery was extracted from the syntactic, pragmatic, and semantic levels. The FAHP (Fuzzy Analytic Hierarchy Process) and QFD (Quality Function Deployment) methods were employed to define the relationships among design elements and construct a preliminary AIGC-based design model, offering a new approach to folk cultural packaging design. Under the guidance of the design elements identified through FAHP and QFD, and with the support of AIGC generation and subsequent refinement, a packaging solution in line with market expectations was developed. The design effectively integrated local cultural elements, achieved high market acceptance, and supported rural cultural revitalization and regional economic diversification. An intelligent packaging design paradigm integrating "semiotic analysis, quantitative modeling, and AIGC" is constructed, providing a new path for the contemporary expression and market transformation of traditional culture. The findings confirm that this model enables effective visual translation of Jiaodong Kezi culture, performs excellently in market evaluation and demonstrates strong potential for both cultural heritage transmission and commercial application.
关键词
莫里斯符号学 /
生成式人工智能（AIGC） /
乡村振兴 /
胶东磕子 /
包装设计
Key words
Morris's semiotics /
artificial intelligence generated content (AIGC) /
rural revitalization /
Jiaodong Kezi /
packaging design
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基金
山东省本科教学改革研究重点项目（Z2024149）; 山东省研究生优质课程：专题设计研究（SDYKC2024068）
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