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رابطه تصویر و نشانه نوشتاری نشان تجاری در بستهبندی محصولات غذایی شور و تندمزه با تأکید بر طراحی حسی | ||
| علوم و فنون بستهبندی | ||
| دوره 16، شماره 64، اسفند 1404، صفحه 17-34 اصل مقاله (1.45 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.47176/packaging.2026.1247 | ||
| نویسنده | ||
| حسین عابددوست* | ||
| دانشیار گروه ارتباط تصویری، دانشکدۀ هنر و معماری، دانشگاه گیلان، رشت، ایران | ||
| تاریخ دریافت: 23 آبان 1404، تاریخ بازنگری: 23 آذر 1404، تاریخ پذیرش: 29 اردیبهشت 1405 | ||
| چکیده | ||
| هنر بستهبندی کالا علاوه بر ویژگیهای کارکردی، حفظ کیفیت و سهولت انتقال و ارایه محصول، ویژگیهای بصری، اطلاعرسانی و ارتباطی محصول با مخاطب را شکل میدهد. پرسش اصلی تحقیق حاضر این است که نشانههای نوشتاری نام نشان تجاری و نشانههای تصویری(مسکات، نوع محصول) در بستهبندی محصولات خوراکی شور و تندمزه چه مفاهیم صریح و ضمنی را در بر میگیرند و چه ارتباطی میان تصویر و نشانه نوشتاری نام نشان تجاری در طراحی بستهبندی این محصولات وجود دارد. هدف تحقیق، تحلیل معنای ضمنی نشانههای تصویری و نشانهنوشت در بستهبندی برخی محصولات غذایی تند و شور مزه میباشد. توجه به معنای حسی نشانهها با بهکارگیری مفاهیم صریح و ضمنی و روابط تداعی در نظریه نشانهشناسی سوسور و کارکرد ارجاعی نشانهها در نظریه پیرس و همچنین نظریه طراحی حسی در نظریه نورمن است. روش تحقیق توصیفی تحلیلی است. روش گردآوری مطالب کتابخانهای از طریق یادداشتبرداری و تصویرخوانی و مصاحبه عمیق است. روش تجزیه تحلیل دادهها کیفی است. از نمونهگیری کیفی هدفمند در انتخاب بستهبندی استفاده شده است. بازخورد بالای 80 درصد نتایج مصاحبهها نشان میدهد، مخاطب محصولات غذایی تند و شور مزه قادر به درک روابط نشانهای و تأثیرات حسی طراحی بستهبندی است. در واقع نشانهها از سطوح اداراک ظاهری و رفتاری مخاطب عبور نموده و خاطره پایداری از طعم و مزه را برایشان ایجاد میکند که در اینصورت حس انعکاسی(خاطرهانگیز) با حس چشایی همراه میگردد و کانال این ارتباط، حس دیداری است. که با نظریه نورمن قابل تفسیر است. نتایج نشان میدهد معنای حسی نشانه نوشت معانی ضمنی ترد، خوشمزه، هیجانانگیز بودن، تحریک حس دیداری، شنوایی و چشایی را از طریق طراحی حروف و رنگ در هماهنگی با نشانههای تصویری ارایه میدهند. رابطه عناصر بصری رنگ، نوشتار و تصویر تکاملی و همنشینی است و این تکامل در متمایز نشان دادن مزه محصول و برانگیختن حس چشایی کارآمد است. | ||
| کلیدواژهها | ||
| نشانههای تصویری و نوشتاری؛ طراحی بسته بندی؛ محصول غذایی؛ طراحی حسگرا | ||
| عنوان مقاله [English] | ||
| The Relationship Between Visual Signs and Logo in Savory and Spicy Food Product Packaging with an Emphasis on Sensory Design | ||
| نویسندگان [English] | ||
| Hossein abeddoost | ||
| Associate Professor, Department of Graphics, Faculty of Art and Architecture, University of Guilan, Rasht, Iran | ||
| چکیده [English] | ||
| Product packaging includes visual features, information and communication of the product with the audience. The main question of the present study is what explicit and implicit concepts do the written signs of the brand name and the visual signs (mascot, product type) in the packaging of savory and spicy food products contain, and what is the relationship between the image and the written sign of the brand name in the packaging design of these products. The purpose of the research is to analyze the implicit meaning of visual and written signs in the packaging of some food products and to pay attention to the sensory meaning of signs by applying explicit and implicit concepts and associative relations in Saussure's semiotic theory and the referential function of signs in Peirce's theory as well as the sensory design theory in Norman's theory. The results of more than 80% of the interview results show that the audience of spicy and hot food products is able to understand the symbolic relationships and the sensory effects of packaging design. In fact, the signs pass through the visual and behavioral levels of the audience and create a lasting memory of taste for them, in which case the sense of nostalgia is accompanied by the sense of taste, and the channel of this connection is the sense of sight. This study is descriptive-analytical in terms of methodology. The data collection method is based on library review (i.e. note taking and image analysis) and data analysis was done qualitatively. In-depth interview method was used. The selection of packaging samples is qualitative and purposeful. The results show that the sensory meaning of typography evokes the implicit meanings of crispness, deliciousness, excitement, and hidden sound through the design of letters and colors in harmony with the visual signs and the type of product. The relationship between the visual elements of color, typography, and visual signs is evolutionary and Syntagmatic, this evolution is effective in making the product look delicious and arousing the sense of taste. | ||
| کلیدواژهها [English] | ||
| Visual Signs.Typography.Packaging Design.Savory and Spicy Food Products.Sensory Meaning of Writing | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 37 تعداد دریافت فایل اصل مقاله: 5 |
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