Metaphorical Thinking in Packaging Design

Document Type : Overview

Authors

1 Assistant Professor of Industrial Design, University of Tehran

2 Master Student of Industrial Design, University of Tehran

Abstract

Based on modern literature in metaphor and its relevance to different sciences, no one searches the metaphor in language and literature. The metaphor is considered to be a kind of thought today, and there is even a kind of pre - linguistic thought. This virgin thinking that is rooted in human unconsciousness can be a strong advocate for designers and they can create unique designs in different fields of innovation. What is expected from a packaging designer is an innovative task and in this paper metaphorical thought is introduced as a mechanism for creative work.To develop the issue and facilitate the use of this type of approach in the design, analytical - descriptive research was conducted. in this study we have applied research categories that have been done in metaphorical design domain. Different examples of packaging in the market wherecan see metaphorical implicationsare presented. In this paper, an initiation to facilitate the attitude of Iranian designers to metaphors for products which are suitable for the design of Iranian identity.

Keywords

References

  1. داد, س. (1385). «فرهنگ اصطلاحات ادبی». تهران: مروارید. ص 30-29.
  2. لیکاف, ج و مارک، ج. (1395). «استعاره­هایی که با آن­ها زندگی می­کنیم». با ترجمه هاجر آقا ابراهیمی. تهران: نشر علم. ص 13.
  3. شفیعی کدکنی, م.ر. (1385). «صور خیال در شعر فارسی». تهران: آگاه. ص 111.
  4. هاوکس, ت.(1395). «استعاره. با ترجمه فرزانه طاهری». تهران: مرکز. ص 13-12.
  5. قاسم­زاده, ح .ا .(1391). «استعاره و شناخت». تهران: کتاب ارجمند, 1391. ص53- 47.
  6. قهرمانی, م. (1395). «در استعاره­هاست که هستیم». تهران: نویسه پارسی. ص 168-167.
  7. مقدم, ن. (1390).«معنی­شناسی محصول». تهران: پایان نامه دکتری پژوهش هنر(دانشگاه الزهرا), 1390. ص 20.

8. Rainer Sepp, Hans , and Lester Embree, . (2010). “Handbook Of Phenomenological Aesthetics. new york: Springer,”. page 211.

9. Burke, Kenneth. (1945). “A Grammar of Motves.” Los Angeles: University of California Press. Page 504.

10. Yongsun, Bae. (2012). “Design through Metaphor.” Helsinki: Aalto University School of Arts. Page 19.

11. Jeong, SeHoon . (2008). “Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?” Journal of Marketing Communications, 59-73.

12.www.researchgate.net/publication/238550132 (accessed 8 5, 2018).

13. Ware, Colin .(2008). “Visual thinking for design. Burlington: Morgan Kaufmann,”. Page 3.

14. Maiocchi, Marco. (2015). “The Neuroscientific Basis of Successful Design,” .New York: Springer. Page 15.

15. H. McKim, Robert .(1980). “THINKING VISUALLY.” Dale Seymour.page 54.

16. Cross, Nigel. (October 1982) “Designerly ways of knowing.” DESIGN STUDIES 3: 221-227.

17. Crilly, Nathan , James Moultrie, and P John Clarkson. (2004). “Seeing things: consumer response to the visual domain in product design.” Design Studies: 547–577.

18. Cila, nazli.(2013). “Metaphors we design by: The use of metaphors in product design,Phd Thesis.” delft: Delft university of technology. Page 13.

19. Hekkert, Paul. (2007).“Researchgate.net.”

20. Hekkert , Paul, and Nazli Cila. (2015). “Handle with care! Why and how designers make use of product metaphors.” Design Studies 40 .

21. krippendorff, klaus. (2006). “The Semantic Turn: a new foundation for design.” New York: Taylor& Francis.

22. Nordquist, Richard. www.thoughtco.com. 6 20, 2018.

23. Panksepp, Jaak. (2005). “Affective Neuroscience.” Oxford: Oxford university prees.

Packaging Science and Art
Volume 9, Issue 35 - Serial Number 35
September 2019
Pages 16-27

Files

History

  • Receive Date: 22 June 2018
  • Revise Date: 21 July 2018
  • Accept Date: 22 November 2018
  • Publish Date: 21 December 2018

Share

How to cite

Statistics