目的 针对诗词意象在包装设计转译过程中常见的表层化、装饰化等问题,提出一种基于皮尔斯符号学“解释项”的意象转译方法,以提升诗词的感知化表达与设计应用价值。方法 结合诗词文本分析与皮尔斯三元符号结构,构建“再现体-对象-解释项”的转译路径;通过用户联觉访谈与编码提炼,形成解释项词汇表并借助联觉匹配实验实现解释项与色彩、材质、构图、结构节奏等设计语言要素的映射;以“西湖龙井”茶叶包装为案例开展设计实践。结果 建立了诗词意象到设计语言的系统性转译模型,实现了感知语言向视觉形式的可控转换,有效提升了包装设计中的文化传达与用户感知契合度。结论 基于解释项的诗词意象转译路径不仅丰富了文化包装设计的符号学方法论,而且为传统诗词资源的当代设计转化提供了新思路与参考。
Abstract
To address common issues of superficiality and ornamentation in the translation of poetic imagery in packaging design, the work aims to propose an imagery translation method grounded in Peirce's semiotic concept of the "interpretant", to enhance both the perceptual expression and the design application value of poetry. By integrating poetic text analysis with Peirce's ternary sign structure, a translation pathway characterized by "representamen - object - interpretant" was constructed. The formation of a Glossary of Explanatory Terms was achieved through user synesthesia interviews and coding refinement. Subsequently, mapping interpretants to design elements such as color, material, composition, and structural rhythm was facilitated by synesthesia matching experiments. The design practice was illustrated through a case study focusing on the packaging of "West Lake Longjing" tea. A systematic translation model from poetic imagery to design language was established, enabling controlled conversion from perceptual language into visual form. This approach effectively enhanced cultural communication and user-perceived fit in packaging design. Furthermore, the translation pathway of poetic imagery based on interpretant not only enriches the semiotic methodology within cultural packaging design but also provides fresh perspectives and reference points for contemporary adaptations of traditional poetic resources.
关键词
诗词意象 /
解释项 /
包装设计 /
符号转译 /
皮尔斯符号学
Key words
poetic imagery /
interpretant /
packaging design /
semiotic translation /
Peirce's semiotics
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基金
湖南省教育厅青年项目（22B0570）; 麓山实验室研究计划资助（Z202433450972）
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