面向受众感知的符号表意比较与实践  

Comparison and Practice of Symbol Ideographic Oriented to the Audience Perception

作　　者：张中义[1] ZHANG Zhong-yi(Xi＇an University of Technology, Xi＇an 710054, China)

机构地区：[1]西安理工大学,西安710054

出　　处：《包装工程》2017年第20期94-98,共5页Packaging Engineering

摘　　要：目的明确符号表意各手法的设计侧重和适用领域,提升符号达意的有效性。方法在对符号表意进行案例分析基础上,针对受众对象形和表音两种手法的感知差异,提出以受众认知规律指引符号表意设计的方法,并以项目对该方法进行验证。结论符号表意是以"象"达"意"的创意设计与受众识读间的信息互动,影响表意成效的是设计拟定的"形"、"意"系统与受众以"形"会"意"认知规律的关联、匹配;提出了针对汉字文化圈的符号表意设计,应积极利用受众认知中的象形解意规律,采取符号象形化策略来强化方案的表意效果。It aims to clear and definite the various techniques＇ focuses of designs and applications of the symbol ideographic, enhance the effectiveness of the symbol ideographic. Based on the cases analysis of the symbol ideographic, aiming at the perception differences of pictogram and phonetic by the audience, then it puts forward the design method guided by the audience perception rule, and verifies the method through cases. The research suggests that symbol ideographic is a kind of information interaction between the creative design of phenomenon express meaning and the audience perception. And the factors that affect the ideographical expression effectiveness are relevance and matching of the designed phenomenon to meaning system and the perception rule of understanding by phenomenon. Oriented to Chinese symbol ideographic design is put forward. We should use the perception rule of understanding by phenomenon positively, and enhance the expression effectiveness by adopting symbol visualized.

关 键 词：受众感知 符号设计 表意方法 设计实践 

分 类 号：J524[艺术—艺术设计]