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تأثیر بازنمایی طراحی ایرانی اسلامی بر بسته‌بندی‌های زعفران ایران در فرایند ارتباط با مخاطب | ||
| علوم و فنون بسته‌بندی | ||
| دوره 14، شماره 56، اسفند 1402، صفحه 13-22 اصل مقاله (1.27 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| نویسنده | ||
| محمد زریابی* | ||
| دانشجوى دکترى پژوهش هنر، دانشکده هنر، دانشگاه شاهد، تهران، ایران | ||
| تاریخ دریافت: 12 مرداد 1402، تاریخ بازنگری: 29 شهریور 1402، تاریخ پذیرش: 29 مهر 1402 | ||
| چکیده | ||
| بسته‌بندی به‌عنوان یکی از پدیده‌های تأثیرگذار دنیای مدرن، علاوه بر محافظت از محصول در برابر عوامل محیطی، به‌عنوان وسیلۀ ارتباطی برای ارائۀ تصویر برند و نیز نقطۀ مرجعی برای انتخاب کالا توسط مصرف‌کنندگان مطرح است. هدف پژوهش حاضر، بررسی تأثیر بازتاب طراحی ایرانی اسلامی بر بسته‌بندی‌های زعفران ایران در فرایند ارتباط با مخاطب است. پرسش اصلی پژوهش این است که موضع و گرایش طراحان بسته‌بندی زعفران ایران در خصوص بازنمایی مؤلفه‌های هویتی ایرانی اسلامی در آثارشان چیست. روش پژوهش توصیفی – تحلیلی و روش گردآوری داده‌ها، ترکیبی از شیوۀ فیش‌برداری و تصویرخوانی و نیز مشاهدات میدانی از طریق ارائۀ پرسش‌نامة باز و مصاحبه با مخاطبان است. تجزیه‌وتحلیل یافته‌ها نیز کیفی است. نتایج پژوهش حاضر نشان می‌دهد که در نمونه‌های موفق، عناصر دیداری بسته‌بندی‌های زعفران ایران، ضمن بازنمایی هویت برند تجاری و محصول، معرف مؤلفه‌های هویت فرهنگی ایران بودند و انتقال معانی مورد نظر را برعهده داشتند؛ اما در تقابل با آن، چالش‌هایی بر انتقال مفاهیم و معانی موردنظر تأثیر گذاشته است و برقراری ارتباط بسته‌ها با مخاطبان ایرانی را با اختلال روبه‌رو ساخته است که بدین شرح است: 1. طراحی نامطلوب پوشش و ساختار محافظت‌کننده و ارگونومی بسته‌بندی‌ها؛ 2. ضعف در ارائۀ متناسب و مطلوب هویت محصول و خدمات در نام تجاری؛ 3. چالش در بهره‌گیری زبانی و بصری تایپ و حروف‌نگاری؛ 4. عدم به‌کارگیری مطلوب رنگ در بسته‌ها؛ 5. استفاده نامتناسب از عناصر تصویری در طرح و نیز عدم تدقیق در عناصر خاطره‌انگیز پیشینۀ دیداری مخاطب ایرانی. | ||
| کلیدواژه‌ها | ||
| رویکرد بازتاب؛ طراحی ایرانی اسلامی؛ طراحی بسته‌بندی؛ زعفران | ||
| عنوان مقاله [English] | ||
| The Impact of Islamic Iranian Design Representation on Saffron Packaging in the Communication Process with the Audience | ||
| نویسندگان [English] | ||
| Mohammad Zaryabi | ||
| Ph.D. Student in Art Research, Faculty of Art , Shahed University, Tehran, Iran | ||
| چکیده [English] | ||
| As one of the influential phenomena in the modern world, packaging protects products from environmental factors. It serves as a communicative tool for presenting brand imagery and a reference point for consumers' product selection. This research investigates the influence of Islamic Iranian design representation on saffron packaging on audience communication. The main research question is to explore the position and orientation of Iranian saffron packaging designers regarding the representation of Iranian identity components in their works. The research method is descriptive-analytical, and data collection is a combination of surveys, image analysis, and field observations through questionnaires and interviews with the audience. Data analysis is qualitative. The findings indicate that the visual elements of Iranian saffron packaging in successful samples represented Iran's brand and cultural identity components and conveyed the intended meanings. However, there are challenges in transferring the desired concepts and meanings, leading to disruptions in communication with Iranian consumers. These challenges are as follows: 1. Undesirable design of the packaging's appearance, protective structure, and ergonomic issues; 2. Weakness in providing a proportional and desirable product and service identity in the brand name; 3. Challenges in utilizing proper language and visual typography; 4. Inadequate use of suitable colors in the packages; 5. Inappropriate use of visual elements in the design and the lack of attention to elements that evoke memorable experiences from the Iranian audience's previous encounters. | ||
| کلیدواژه‌ها [English] | ||
| Reflection Approach, Islamic Iranian Design, Packaging Design, Saffron | ||
| مراجع | ||
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