摘要
基于莫里斯符号学,针对农特产品包装文化符号表层化及用户体验不足问题,以休宁竹笋包装为实践对象,探索地域文化与包装设计融合路径。构建“语形-语义-语用”分析框架:语形学通过拓扑学解构及格式塔重构地域文化符号,形成地域视觉语法系统;语义学通过符号-价值矩阵实现地域符号向经济价值的转换;语用学层面,通过“场景解构—符号适配—感官协同”转化逻辑,完成用户体验优化升级。形成“符号转译-价值锚定-体验优化”三位一体的农特产品设计策略,实现休宁竹笋包装的地域文化创新,显著增强产品文化辨识度与用户体验。本研究构建了农特产品包装的符号学分析范式,理论与实践结合验证了文化符号创新转译方法对品牌价值提升的有效性。
This study uses Morrisian semiotics to address superficial cultural symbol use and poor user experience in agricultural product packaging,taking Xiuning bamboo shoots as a case to explore regional culture-packaging integration.A"syntactics-semantics-pragmatics"framework is built:syntactics deconstructs Hui architecture and imperial culture via topology,reconstructing them into a visual grammar system with geometric symbols and regional colors;semantics creates a"symbol-value"matrix to convert abstract regional values(geographical indications,intangible heritage)into visual symbols linking function,quality,and culture;pragmatics optimizes experience through scenario deconstruction-symbol adaptation-sensory synergy,using scroll openings and QR codes for multi-modal interaction.The"symbol translation-value anchoring-experience optimization"strategy innovates Xiuning packaging,enhancing cultural identity and user engagement.This research establishes a semiotic paradigm,proving systematic symbol translation effective for brand value and offering a model for regional culture integration in agricultural packaging.
作者
张宝
朱慧玲
张欣雨
ZHANG BAO;ZHU HUILING;ZHANG XINYU
出处
《设计》
2025年第13期52-56,共5页
Design
关键词
农特产品
包装设计
莫里斯符号学
地域文化
用户体验
Agricultural and special products
Packaging design
Morrisian semiotics
Regional culture
User experience
