基于符号学理论的花瑶挑花文创产品设计研究  

Design of Huayao Cross-stitch Cultural and Creative Products Based on Semiotic Theory

作　　者：刘辉超 张毅 LIU Huichao;ZHANG Yi(School of Design,Jiangnan University,Jiangsu Wuxi 214122,China)

机构地区：[1]江南大学设计学院,江苏无锡214122

出　　处：《包装工程》2024年第18期110-120,共11页Packaging Engineering

基　　金：教育部人文社会科学研究一般项目(21YJA760096);中国非物质文化遗产传承人研修培训计划补助项目(文非遗发[2017]2号);江苏省社会科学基金立项一般项目(19WMB040)。

摘　　要：目的以符号学为理论指导,探究花瑶挑花文创产品设计的现代转化路径,提高产品附加值,以非遗创意设计赋能乡村振兴。方法引入查尔斯·莫里斯符号学理论,采用文献搜集与实地调研相结合、理论研究与设计实践并行的方法,通过分析花瑶挑花的语义、语构、语用三个维度,提炼花瑶挑花的文化符号,并分别导出花瑶挑花文创设计的创新思路。在语义层面,通过架构设计主题、融入叙事设计,对花瑶挑花语义进行现代化延伸和转换;在语构层面,结合形式美法则,综合运用形态衍生重构、色彩提炼创新、技艺转换融合等设计手法,对花瑶挑花语构进行提取与重组;在语用层面,寻求花瑶挑花的现代多元化载体,丰富应用产品类型,并提出基于SIPS模型的花瑶挑花文创产品营销思路,对花瑶挑花语用进行拓展与传播。结论从语义、语构与语用三维度构建“符号解读-设计呈现-应用传播”的文创产品开发路径,为花瑶挑花的传承创新提供了新的思路,助力花瑶挑花产品创新与市场推广,活态传承优秀传统民族文化。Guided by the semiotic theory,the work aims to explore the modern transformation path of Huayao cross-stitch cultural and creative product design to improve the added value of products,and empower rural revitalization with creative design of intangible cultural heritage.With the introduction of Charles Morris'semiotics and the combina-tion of literature collection and field research,as well as theoretical research and design practice,the cultural symbols of Huayao cross-stitch were extracted by analyzing the three dimensions of semantics,syntactics and pragmatics,and the innovative ideas of the creative design of Huayao cross-stitch were derived respectively.At the semantics level,by con-structing design theme and integrating narrative design,the semantic meaning of Huayao cross-stitch was extended and transformed.At the syntactics level,combined with the beauty of form,the design techniques such as form derivation and reconstruction,color extraction and innovation,and skill transformation and integration were used to extract and reor-ganize the language structure of Huayao cross-stitch.At the pragmatics level,the modern diversified carrier of Huayao cross-stitch was found,enriching the types of application products,and the marketing ideas of cultural and creative prod-ucts based on the SIPS model were put forward,so as to expand and spread the pragmatics of Huayao cross-stitch.The development path of cultural and creative products of"symbol interpretation-design presentation-application and communication"is constructed from three dimensions of semantics,syntactics and pragmatics,which provides a new idea for the inheritance and innovation of Huayao cross-stitch,helps Huayao cross-stitch product innovation and market pro-motion,and actively inherits the excellent traditional national culture.

关 键 词：花瑶挑花 莫里斯符号学 文创产品 SIPS模型 

分 类 号：TB472[一般工业技术—工业设计]