تحلیل کارکرد بیانگر و تأثیرگذار نوشتار در بسته‌بندی‌های ایران (مطالعۀ موردی: برگزیدگان نمایشگاه‌های سالانه و دوسالانۀ آثار طراحان بسته‌بندی کشور)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد پژوهش هنر، دانشکده هنر و معماری، دانشگاه گیلان، رشت، ایران

2 استادیار گروه گرافیک، دانشکدۀ هنر و معماری، دانشگاه گیلان، رشت، ایران

چکیده

تایپوگرافی به‌عنوان یکی از هسته‌های اصلی ارتباطات بصری، علاوه بر توضیح جنبه‌های مهم محصول و برند تجاری بر ترغیب مصرف‌کننده به خرید محصول تأثیرگذار است. هدف از این پژوهش، بررسی ویژگی‌های ارتباطی نوشتار با معیار مبانی هنرهای تجسمی و ویژگی‌های زبانی آن در بسته‌بندی‌های برگزیدۀ سالانه و دوسالانۀ طراحان بسته‌بندی کشور است، بیان نقاط ضعف و قدرت نوشته‌نگاری در آثار مذکور از نظر بصری در ارتباط با مخاطب از دیگر اهداف تحقیق است. تحلیل هویت بصری و همچنین شناسایی معنای ضمنی نوشتار از موارد مهم پژوهش حاضر است. پرسش اصلی تحقیق این است که طراحی نوشتار بسته‌بندی‌های برگزیدۀ سالانه و دوسالانۀ طراحان بسته‌بندی کشور براساس کارکرد بیانگر و تأثیرگذار نوشتار چگونه قابل‌تحلیل است و نقش نشانه‌ها در انتقال معانی زبانی و ضمنی نوشتار در این آثار چیست. روش تحقیق توصیفی تحلیلی است. روش گردآوری مطالب ترکیبی از روش کتابخانه‌ای از طریق فیش‌برداری و تصویرخوانی و مشاهدات میدانی از طریق ارائه پرسش‌نامۀ باز و مصاحبه با جامعه مخاطب است. تجزیه تحلیل یافته‌ها کیفی است. انتخاب مخاطبِ فارسی‌زبان ایرانی به شکل تصادفی است. نتایج تحقیق نشان می‌‌دهد در نمونه‌های موفق، تناسب نوشتار با زبان و خط مخاطب، هماهنگیِ قلم‌های به‌کاررفته، هماهنگ بودن قلم با موضوع، بهره‌گیری از قلم‌های به‌روز، کاربرد مطلوب رنگ، صفحه‌آرایی مطلوب، بر اقبال بسته‌بندی تأثیر مثبت دارد؛ اما چالش‌هایی باعث گردیده کارکرد بیانگر و تأثیرگذار نوشتار تحت تأثیر قرار گرفته و مانع از برقراری ارتباط مناسب با مخاطب گردد که عبارتنداز: استفاده از قلم‌های لاتین و فقدان وجود نوشتار فارسی، عدم هماهنگی مابین قلم‌های به‌کاررفته و استعمال قلم‌های قدیمی.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Analysis of the Expressive and Impressive Functions of Type in The Packaging of Iranian Foodstuff (The Case Study: The Selected Packages of the Annual and Biennial Iranian Packaging Designers)

نویسندگان [English]

  • Mohammad Zaryabi 1
  • Hossein Abeddoust 2
1 M.A Student in Art Research, Faculty of Art and Architecture, University of Guilan. Rasht. Iran
2 Assistant Prof., Graphic group, Faculty of Art and Architecture, University of Guilan, Rasht, Iran
چکیده [English]

Typography as one of the main cores of visual communication, in addition to explaining important aspects of the product and brand, has an impact on consumer motivation to buy the product. The aim of the study is evaluating the communicative features of type according to the basics of the visual arts and characteristics of its linguistics features in the selected Packages of the Annual and Biennial Iranian Packaging Designers and finding weaknesses and strengths of writings in the mentioned ones in relevance to the buyers is one of the other purposes of this project. Analyzing the visual identity and also recognizing implicit meaning of writings in these artworks is another objective of the study. The main question is how designing writing in packaging of Iranian foodstuff chosen by Selected Packages of the Annual and Biennial of Iranian Packaging Designers can be analyzed in terms of the expressive and impressive functions, and what is the role of signs in conveying the communicative, implicit and explicit meaning of writing on these packages. The methodology of the study is the mixture of library researching based on note-taking, visual-describing and field-observing through open-end survey and interviewing with the audience. Persian audiences for taking part in the survey are chosen randomly. The results indicate that in successful samples Proportion of writing with language and handwriting of the audience, coordinating the fonts which are used, matching the fonts with the title, using modern fonts, optimal use of color, optimal layout have positive feedback on packages. However, there are challenges that influence the expressive and impressive functions and become an obstacle in communication with the buyer. The challenges are listed as follows: The use of Latin styles and a lack of Farsi writing in the design; lack of harmony in the styles; using old-fashion styles.

کلیدواژه‌ها [English]

  • Expressive Function
  • Impressive Function
  • Type
  • Packaging
  • Iran
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