符号学理论背景下的湘方言符号设计策略  

The Design Strategy of Xiang Dialect Symbol under the Background of Semiotics Theory

作　　者：沈宏扬 黄玉 SHEN Hong-yang;HUANG Yu(Department of Fine Arts and Design,Hunan Institute of Science and Technology,Yueyang 414000,China)

机构地区：[1]湖南理工学院美术与设计学院,湖南岳阳414000

出　　处：《绿色包装》2025年第3期89-92,共4页Green Packaging

基　　金：湖南省研究生科研创新项目资助(湘语方言视觉化转译研究CX20231233)。

摘　　要：本文以符号学理论为基础,利用图形符号转译,将湘方言中的“音、意、形”结合起来,实现从“听”到“看”的语言转变,以提升湘方言的视觉化和可读性,并将其融入文旅产品包装设计中。建立方言数字符号系统,探析视听转化过程中的图形构建,归纳湘方言视听转译的形式法则。通过将湘方言的视觉符号应用于产品包装中,可提升产品的识别度和文化价值。数字化符号的转移与应用,对湘方言有一定的宣传和保护作用,也为文化传承和创新设计提供了新的路径。Based on the theory of semiotics,this paper combines the“sound,meaning and form”of Hunan dialect with the use of graphic symbol translation to realize the language transformation from“hearing”to“seeing”,so as to improve the visualization and readability of Hunan dialect,and integrate it into the packaging design of cultural travel products.This paper establishes the dialect digital symbol system,analyzes the pattern construction in the process of audio-visual transformation,and sums up the formal rules of audio-visual translation of Hunan dialect.By using the visual symbols of Hunan dialect in the product packaging,the recognition degree and cultural value of the product can be improved.The transfer and application of digital symbols have a certain effect on the publicity and protection of Hunan dialect,and also provide a new path for cultural inheritance and innovative design.

关 键 词：湘方言 符号学 包装设计 

分 类 号：TB482[一般工业技术—包装工程]