基于编码解码理论的云南咖啡文化科普信息可视化设计研究  

VISUALIZATION DESIGN OF YUNNAN COFFEE CULTURE POPULAR SCIENCE INFORMATION BASED ON CODING AND DECODING THEORY

作　　者：李论[1] 陆聪 LI LUN;LU CONG

机构地区：[1]云南艺术学院设计学院

出　　处：《设计》2025年第6期122-127,共6页Design

基　　金：云南艺术学院科研基金项目(2023KYJJ04)。

摘　　要：云南咖啡一直以来把发展重点致力于种植、加工及质量产出上,现已迈入世界级优质咖啡行列。然而,由于咖啡文化推广力度不足,公众对云南咖啡的认知仍局限于舶来品的刻板印象,影响了咖啡“文化”与“农业”“旅游”产业之间的融合发展。因此,以科普的信息可视化形式对云南咖啡文化进行系统展示,能够提升公众对咖啡的认知,通过以点带面扩大传播范围、加快传播速度、增强传播影响,从一定程度上提升云南咖啡形象,促进咖啡农文旅协调发展。在霍尔的“编码解码”理论下,分析了云南咖啡文化科普文字信息的选码结构、科普信息图形的编码与解码结构,并将该结构运用于云南咖啡文化科普信息可视化设计中。通过对云南咖啡信息的筛选与提炼、元素的转换与应用、视觉的引导与布局,使云南咖啡文化科普知识更加清晰、直观、全面地通过可视化的方式呈现。为提高公众对云南咖啡文化的深度认知与广泛传播,增强文化认同感与消费兴趣,提升云南咖啡的对外形象及可持续发展产生了积极意义。Yunnan Coffee has been focusing on the development of planting,processing and quality output,and has now entered the ranks of world-class high-quality coffee.However,due to the lack of promotion of coffee culture,the public's cognition of Yunnan coffee is still limited to the stereotype of imported products,which affects the integration and development of coffee"culture"and"agriculture"and"tourism"industries.Therefore,the systematic display of Yunnan coffee culture in the form of information visualization for popular science can enhance the public's awareness of coffee,and enhance the image of Yunnan coffee to a certain extent and promote the coordinated development of coffee agriculture,culture and tourism by expanding the dissemination scope,speeding up the dissemination speed and enhancing the dissemination impact.Based on Hall's"coding and decoding"theory,this paper analyzed the code selection structure of Yunnan coffee culture popular science text information and the encoding and decoding structure of popular science information graphics,and applied the structure to the visualization design of Yunnan coffee culture popular science information.Through the screening and refining of Yunnan coffee information,the transformation and application of elements,and the visual guidance and design,Yunnan coffee culture science popularization knowledge was more clearly,intuitively and comprehensively presented in a visual way.It has positive significance for enhancing the public's deep cognition and wide dissemination of Yunnan coffee culture,enhancing cultural identity and consumption interest,and enhancing the external image and sustainable development of Yunnan coffee.

关 键 词：编码解码 云南咖啡 科普 信息图形 可视化设计 

分 类 号：J044[艺术—艺术理论]