包装设计中的象征化解读.PDF

浙江科技学院学报,第20 卷第4 期 ,2008 年 12 月 Journal of Zhejiang University of Science and Technology Vol .20 No .4 ,Dec .2008 包装设计中的象征化解读 吴 萍,鲍宗亮 (浙江科技学院 轻工学院 ,杭州 310023) 摘 要 :解读是读者对包装设计作品意义的解释与阐述 ,是一种建构性的主体行为。意义的解读有多种方法 ,而象 征化解读是人类最基本、最普遍的解读方法之一。象征化解读是指不管作品是否包含象征意义、设计者是否运用了 象征手法 ,消费者都会站在象征角度 ,用象征的解读方法参与建构作品象征意义的活动。在包装设计作品的理解与 阅读过程中 ,象征化解读是读者即消费者最普遍的解读方法。通过对象征化解读的存在基础、发生机制、解读特征 等方面的分析 ,提出了象征化解读在包装设计中的相应原则。 关键词 :包装设计 ;象征 ;解读 中图分类号 :J524.2 ;TB482 文献标识码 :A 文章编号 :1671-8798(2008)04-0297-03 Symbol interpretation in packaging design WU Ping ,BAO Zong-liang (School of Light Industry ,Zhejiang University of Science and Technology ,Hangzhou 310023,China) Abstract :Interpretation of the readers to singnificance in the packaging design ,is constructive subjective act .Interpretation of the significance includes a variety of methods ,symbolic interpreta- tion is one of in one ,the most essential and common method of reading :the symbol Interpretation is works whether the symbolic significance is included ,and whether the designers use the symbol way ,the consumers will understand symbolic point of view ,using the symbols of the Interpreta- tion to participate in symbolic significance activities of construction work .We mainly discusses the packaging design work and the understanding of the process of reading ,the reader is symbolic in- terpretation of the most common consumer reading methods .Through the analysis of the existence of foundation the symbolic interpretation , the mechanism ,interpret characteristics of we present the corresponding principles interpretation of symbolism in the packaging design of . Key words :packaging design ;symbol ;interpretation 包装设计的目的 ,旨在使商品在运输与售卖时