论包装色彩视觉传达的话语意义  

The Discourse of Color Visual Transmission in Packaging Design

作　　者：刘立维[1] 

机构地区：[1]湖南工业大学,株洲412000

出　　处：《包装工程》2014年第12期104-107,111,共5页Packaging Engineering

基　　金：2009年湖南省科学技术厅"湖南省工业设计服务业核心软资源开发模式与策略研究"(2009ZK4015)

摘　　要：目的研究色彩在包装设计中话语意义生成的类型与方式。方法分析了色彩文化意义的生成方式、文化心理和话语心理感知之间的关系、色彩心理感知与实物质体符号所指与能指意义的关联、色彩光学物理属性和色彩承载文化意义特征等方面内容。结论色彩视觉信息传达媒介与人话语心理认知之间确实存在隐喻、象征、对比、补充和突显等多种话语意义对应关系,色彩话语生成是包装色彩视觉传达设计重要的考虑因素。Objective To study the type and style of color discourse meaning in packaging design. Methods It analyzed the production of color culturaI meanings, relationship between cultural ＆ discourse psychology, relativity of denotation ＆ connotation meanings between color psychology ＆ solid material body symbol, optic physical features and loaded culture meaning of color. Conclusion Analysis is made on corresponding multi-discourse meanings as implication, symbolism, contrast, complement and foregrounding existing between the law of color visual information transmission and man＇ s discourse cognitive psychology.The color discourse meaning production is proved to be the first consideration in visual transmission for packaging design.

关 键 词：包装 视觉传达 色彩话语意义 

分 类 号：J513[艺术—艺术设计] TB482[一般工业技术—包装工程]