Translation of Poetic Imagery in Packaging Design Based on Pierce's Semiotic "Interpretant"

YAO Jin; WU Mengxue

doi:10.19554/j.cnki.1001-3563.2025.24.045

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (24) : 528-538. DOI: 10.19554/j.cnki.1001-3563.2025.24.045

Design Discussion

Translation of Poetic Imagery in Packaging Design Based on Pierce's Semiotic "Interpretant"

YAO Jin^1,2,*, WU Mengxue¹

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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.

Key words

poetic imagery / interpretant / packaging design / semiotic translation / Peirce's semiotics

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YAO Jin, WU Mengxue. Translation of Poetic Imagery in Packaging Design Based on Pierce's Semiotic "Interpretant"[J]. Packaging Engineering. 2025, 46(24): 528-538 https://doi.org/10.19554/j.cnki.1001-3563.2025.24.045

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