儿童药品包装设计中的修辞性叙事  

Rhetorical Narrative in Children’s Drug Packaging Design

作　　者：胡娅娅 HU Ya-ya(Soochow University,Jiangsu Suzhou 215123,China)

机构地区：[1]苏州大学,江苏苏州215123

出　　处：《包装工程》2022年第8期225-230,265,共7页Packaging Engineering

摘　　要：目的 对现有儿童药品包装中所出现的问题引入修辞性叙事理论中的叙事交流模式进行分析研究。方法 以修辞性叙事为设计方法,从具体案例中研究分析文本内修辞性叙事与儿童药品包装设计的关联,挖掘实践可行性。结果 从“人”的角度出发,基于文本叙事到设计叙事的转换,发挥设计语言价值,提升儿童药品包装的表达效果和感染力,注重药品包装情感传达,给使用者留下一个深刻的用户体验。结论 将文本类的修辞性叙事理论与儿童药品包装设计相结合,为儿童药品包装设计提供新的创作思路和方法指导,借鉴叙事交流模式解读人与“物”,产品、设计者、用户之间的关系,从而创作出带有标识性、独特性的儿童类药品包装设计。儿童药品包装作为媒介承载信息向用户输出设计意图和情感,在视觉、行为交互体验中促进各要素间的信息传达,实现叙事的修辞交流。由此,探讨在儿童药品包装设计中运用修辞性叙事的设计方法,具有重要实践意义。The existing problems in the packaging of children’s drugs are analyzed and studied by introducing the narrative communication model of rhetorical narrative theory. With rhetorical narrative as the design method, this paper studies and analyzes the correlation between rhetorical narrative in text and children’s drug packaging design from specific cases, and excavates the practical feasibility. From the perspective of "human", based on the transformation from text narrative to design narrative, the value of design language is given full play to enhance the expression effect and appeal of children’s drug packaging, pay attention to the emotional communication of drug packaging, and leave a deep user experience for users. The text type of rhetorical narrative theory and children’s medicine packaging design, the combination of medicine packaging design for children to provide new ideas and methods to guide, interpretation of narrative communication mode between human and "content", products, the designers, the relationship between the user, thus to create a logo, unique children’s drugs packaging design. Children’s drug packaging is used as a medium to carry information and output design intention and emotion to users, promote information transmission among various elements in visual and behavioral interactive experience, and realize narrative rhetoric exchange. Therefore, it is of great practical significance to explore the new trend of using rhetorical narrative in the design of children’s drug packaging.

关 键 词：修辞性叙事 儿童药品包装 动态互动 情感化 

分 类 号：TB482[一般工业技术—包装工程]