符号学路径下生肖文创产品设计方法研究  

Design Method of Chinese Zodiac Cultural and Creative Products Based on Semiotics

作　　者：周涛 卜俊[1] 孙培贤 程永胜[1] 王兴虎 ZHOU Tao;BU Jun;SUN Pei-xian;CHENG Yong-sheng;WANG Xing-hu(Xiamen University Tan Kah Kee College,Zhangzhou 363123,China;ZhangZhou Yifan Pottery Studio,Zhangzhou 363202,China)

机构地区：[1]厦门大学嘉庚学院,漳州363123 [2]漳州一凡窑陶瓷有限公司,漳州363202

出　　处：《包装工程》2021年第22期304-309,共6页Packaging Engineering

基　　金：福建省社会科学规划项目(FJ2021C104);福建省社会科学规划项目(FJ2020C055);福建省中青年教师教育科研项目(JAS20507);福建省中青年教师教育科研项目(JAS19494)。

摘　　要：目的以生肖鼠茶具的设计项目为案例,提出一种以生肖文化为对象的文创产品设计方法。方法首先对生肖鼠在生肖文化中的典型性和特殊性进行论证,得出生肖鼠文创产品设计方法具有较强的适用性。在皮尔斯提出的符号三价模式下,通过调研、收集生肖鼠文化内容,筛选出高认知度且内容正向的文化含义。结合“鼠”的生物形态以及茶具的功能诉求,选择以一种合理的产品形象来传达生肖文化的含义。结论通过建立合理的设计流程及设计内容,将“生肖文化”“生肖生物形”“产品功能”3个维度相结合,得出一种有效的生肖文创产品设计方法,并通过实际项目结果来论证其有效性。该方法避免了生肖文创产品在设计上仅仅依赖相似造型的问题,并在设计的过程中考虑到文化内容的正向性引导和大众的认知接收度,使设计结果更容易市场化。Taking the design project of Chinese zodiac mouse tea set as an example,this paper proposes a design method of cultural and creative products based on Chinese zodiac culture.First of all,the paper elaborates the typicality and particularity of the mouse in Chinese zodiac culture,and concludes that there is strong applicability in the design method of Chinese zodiac mouse cultural and creative products..Under the model of triadic relation of Semiotic Theory proposed by Peirce,through investigation and collection of the cultural content of zodiac mouse,we sort out the cultural meaning with high recognition and positive content.Combined with the biological appearance of mouse and the functional demands of tea set,we choose a reasonable product image to convey the meaning of zodiac culture.By establishing the reasonable design process and design content,and combining‘zodiac culture’,‘biological appearances of zodiac animals’and‘products function’together,an effective design method of zodiac cultural and creative products,and its effectiveness is demonstrated by the results of actual projects.This method prevents the problem that the design of cultural and creative products of Chinese zodiac merely depends on similar shapes,and takes into account the positive guidance of cultural content and the cognitive acceptance of the public in the design process,making the design results more easily to be market-oriented.

关 键 词：文创产品设计 生肖文化 仿生设计 符号学 

分 类 号：TB472[一般工业技术—工业设计]