药品包装的表意类型与指示性的设计策略  

Expressive Types and Instructive Design Strategies for Pharmaceutical Packaging

作　　者：段宏莉 周慧敏 陈思婕 陈德腾 DUAN Hongli;ZHOU Huimin;CHEN Sijie;CHEN Deteng(China Resources Sanjiu Medical&Pharmaceutical CO.,LTD.,Guangdong Shenzhen 518110,China;Guangzhou Academy of Fine Arts,Guangzhou 510006,China)

机构地区：[1]华润三九医药股份有限公司,广东深圳518110 [2]广州美术学院,广州510006

出　　处：《包装工程》2024年第22期250-258,共9页Packaging Engineering

摘　　要：目的对药品包装设计中的不同表意类型进行解析,通过药品包装设计实践,总结建立在知觉、经验基础上的指示性药品包装的设计策略。方法基于皮尔斯符号三分法理论,从具体案例中分析研究符号三分类型分别对应药品包装类型的表意目的与倾向;结合认知心理学理论,讨论不同认知方式符号化后形成的药品包装符号的表意倾向及其原因。结果文化符号修辞的药品包装像似性突出,促使解读者不断探寻文本中两事物间的相似性关系的同时会致使药品包装中的指示性信息解读滞后;知觉与经验符号化的药品包装指示性突出,可以自然高效地引导使用者的操作与使用行为,不会受药品系统外符号干扰。结论以知觉、经验为来源的符号,既具有生物遗传与社会遗传的稳定性又具有药品系统内新生符号的新颖性,以其修辞药品包装设计,不仅能使药品包装中指示性信息能被优先精准解读又保证了包装设计的创新性,为药品包装设计提供新的创作思路,具有重要的实践意义。The work aims to analyze different expressive types in pharmaceutical packaging design and summarize instructive design strategies based on perception and experience through design practice of pharmaceutical packaging.Based on Peirce's theory of trichotomies,the semiotic types and corresponding expressive purposes of pharmaceutical packaging were analyzed through specific case studies.Additionally,cognitive psychology theories were incorporated to discuss the expressive tendencies and reasons behind symbolization of pharmaceutical packaging symbols.The culturally symbolic pharmaceutical packaging symbols tended to emphasize resemblance,leading readers to constantly seek simi-larities between two entities,which might result in delayed interpretation of instructive information in pharmaceutical packaging.In addition,perceptual and experiential symbolic pharmaceutical packaging symbols prominently demon-strated instructive qualities,efficiently guiding users'actions and behaviors without being affected by extraneous sym-bolic systems.In conclusion,symbols derived from perception and experience,possessing the stability of biological and social inheritance and the novelty of emerging symbols within the pharmaceutical system,can be utilized in rhetorical pharmaceutical packaging design.This not only ensures the prioritized and accurate interpretation of instructive informa-tion in pharmaceutical packaging but also fosters the innovation of packaging design.It provides new creative directions for pharmaceutical packaging design and holds substantial practical value.

关 键 词：药品包装设计 符号三分法 指示性 直接知觉 集体无意识 

分 类 号：TB482[一般工业技术—包装工程]