摘要
通过对礼品赠送行为中的情感表达内涵的分析,明确了包装符号价值具有多元性及二次叠加性,并从简朴包装到豪华包装的设计风格的演变过程,对标出性翻转的内在机制进行了探讨,进而结合当下绿色低碳的消费文化语境,剖析了豪华与简约礼品包装设计的双重标出状态,并总结了标出性理论在现代礼品包装设计中的应用及价值.具有标出性的礼品包装设计有利于突破僵化的设计风格,既能提升设计的新鲜感,也能为设计带来持续的创新驱动力.当下礼品包装设计中的普遍标出现象为设计风格塑造提供了更大的创新试推空间,同时要警惕标出性泛化可能引起的过度符号化设计.
By analyzing the connotation of emotional expression in gift giving behavior,this paper first clarifies that the sign value of packaging has the characteristics of diversity and superposition.It also discusses the internal mechanism of the conversion of markedness in the evolution process of design style from simple packaging to luxury packaging.Then it analyzes the double markedness of luxury and simple gift packaging design in the context of green and low-carbon consumer culture and summarizes the application and value of markedness theory in modern gift packaging design.The marked gift packaging design is conducive to breaking through the rigid design style:it can not only enhance the freshness of design,but also bring greater innovation driving force to design.The universal markedness in gift packaging design provides a greater innovation attempt space for the shaping of design style.However,we should also guard against excessive symbolic design due to the generalization of markedness.
作者
王艳敏
俞丽敏
Wang Yanmin;Yu Limin(College of Design,Jiaxing University;College of Business and Management,Jiaxing Nanhu University,Jiaxing,Zhejiang 314001)
出处
《嘉兴学院学报》
2021年第6期74-78,共5页
Journal of Jiaxing University
基金
国家社科基金艺术学项目(20BH159)。
关键词
礼品包装
标出性
符号价值
设计创新
gift packaging
markedness
sign value
design innovation