| 李淳,孙丰晓,焦阳,覃京燕.基于莫里斯符号学的地域文化文创产品设计研究[J].包装工程,2021,42(20):188-195. |
| 基于莫里斯符号学的地域文化文创产品设计研究 |
| Regional Cultural and Creative Products Design Based on Morris’s Semiotics |
| 投稿时间：2021-05-09 |
| DOI：10.19554/j.cnki.1001-3563.2021.20.019 |
| 中文关键词: 莫里斯符号学 地域文化 洪江古商城商道文化 文创产品设计 |
| 英文关键词: Morris’s semiotics regional culture commercial culture of Hongjiang Ancient Commercial City cultural and creative products design |
| 基金项目:北京科技大学青年教学骨干人才项目资助(06200037);中央高校基本科研业务费专项资金(FRF-BR-19-001B);佛山市人民政府科技创新专项资金项目(BK20CE023) |
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| 中文摘要: |
| 目的 基于查尔斯.莫里斯的符号学理论，以洪江古商城商道文化文创产品设计为例研究地域文化文创产品设计的流程与方法，旨在探索文创产品设计的新思路，从而达到传承和推广地域文化的目的。方法 以莫里斯的符号学理论为基础，将语义学、语形学、语用学引入地域文化文创产品设计流程，以洪江古商城商道文化的文创产品设计实践为例，具体分析“发现问题、定义问题、设计开发、传播推广”4个阶段的设计要点。结论 在符号学视角下地域文创产品设计应从语义学角度解读并梳理地域文化符号内涵，聚焦设计主题;从语形学角度提取并凝练地域文化符号的形式特征，赋予产品认知价值;从语用学角度引导文创品牌的符号消费，传播地域文化，最终使文创产品设计充分满足受众对地域文化解读、认知与传播、消费的多元需求，形成对地域文化的认同感，提升文创产品的文化价值。 |
| 英文摘要: |
| Based on the semiotics theory proposed by Charles William Morris, this paper takes the commercial cultural and creative product design of the commercial culture of Hongjiang Ancient Commercial City as an example to study the process and method of regional cultural and creative product design, aiming to explore new ideas of regional cultural and creative product design, so as to achieve the purpose of inheriting and promoting regional culture. On the basis of Morris’ semiotics theory, the Semantics, Syntactics, and Pragmatics are introduced into the design process of regional cultural and creative products. Taking the commercial cultural design practice of Hongjiang Ancient Commercial City as an example, the design key points of the four stages in terms of “problem discovery, problem definition, design and development, propagation and promotion” are analyzed. From the perspective of semiotics, regional cultural and creative product design should interpret and sort out the connotation of regional cultural symbols from the perspective of Semantics, and focus on the design motif. The formal features of regional cultural symbols are extracted and condensed, which endows perceived value to the products. The symbolic consumption of cultural and creative brands can be guided from the point of Pragmatics to spread regional culture. Finally, the design of cultural and creative products can fully meet the diverse needs of the audience for the interpretation, cognition and propagation, as well as consumption of regional culture, so as to form a sense of identity for regional culture and enhance the cultural value of the cultural and creative products. |
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