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

مراجع

  • Katouzian, “Interview with Kamran Katouzian,” Sanat Chap, vol. 206, pp. 12-17, 1998. (In Persian)##
  • Şeref, “Using Typography and Colour in Packaging Design,” Global Journal on Humanities & Social Sciences, Selected Paper of 3rd World Conference on Design, Arts and Education, (DAE-2014) 02-03 May 2014, Royal Princess Hotel Conference Center in Dubrovnik, Croatia, vol. 1, pp. 521-526, 2015.##
  • Kirk Patrick, “New Packaging Design,” (M. Khosroshahi, P. Rahimi, M. Ahmadi, Trans.) Tehran: Honare no; Mirdashti Publication, 2014. (In Persian)##
  • Rasner Kilimchuk, S. Krasovec, “Packaging Design: Successful Product Branding from Concept to Shelf,” (M. Sharifzadeh; Z. Karimipour; A. Pourali, Trans.). Tehran: Elmi Publications, 2018. (In Persian)##
  • Mohammadi, S. Tabatabai, N. Azad, “a Study on Packaging Factors Influencing on Export Development,” Management Science Letters, vol. 4, pp. 2213-2220, 2014.##
  • Kauppinen Räisänen, “Strategic use of Colour in Brand Packaging,” Packaging Technology and Science, vol. 27, pp. 663-676, 2014.##
  • Ambrose, P. Harris, “Packaging the Brand: The Relationship Between Packaging Design and Brand Identity,” Lausanne: Ava Publishing, 2013.##
  • Afzaltousi, “The Study of Typographic Changes in the Poster,” Honar-ha-ye-ziba, vol. 26, pp. 109-118, 2006. (In Persian)##
  • Md Saad, M. Zaffwan Idris, “The Effectiveness of Typography in Packaging Design for Smes Food Industries,” Conference Proceeding: 1st International Conference on Creative Media, Design & Technology (REKA2014), pp. 1-8, 2014.##
  • Loh Pei Ern, A. Syawal Mohd Lajis, A. Syukri Adnan, “Typography Styles Based on The Categorisation of Lip Cosmetics Packaging Design,” 6th International Conference on Information Technology & Society November 11th, 2020, Selangor, Malaysia, pp. 1–9, 2010.##
  • Abbasi, “Typography: Function or form? Neshan,” The Iranian Graphic Design Magazine, vol. 33, pp. 6-7, 2015. (In Persian)##
  • Feiz, A. Salahshor, “The Role of Packaging in Marketing,” Semnan: Semnan University Pub, 2017. (In Persian)
  • Mesghali, “Typography,” Tehran: Nazar Pub, 2017. (In Persian)##
  • Afzaltousi, S. Ansariyan, “the Relation between Character Development in Typeface Design with Typical & Aesthetic Characteristics,” Theoretical Principles of Visual Arts, vol. 2, pp. 71-82, 2016. (In Persian)##
  • Mohamed, K. Youssef, “Utilization of Arabic Calligraphy to Promote the Arabic Identity in Packaging Designs,” Arts and Design Studies, vol. 19, pp. 35-49, 2014.##
  • Delkhoshian, “Font Family in Persian Script in Ordibehesht Book 3; A Selection of Articles Presented to the Third Summon for Iranian Graphic Design Research,” Tehran: Aban Book Publication, 2013.  (In Persian)##
  • Grace Will, “Lettering Design: Using Handwritten and Illustrative Techniques to Improve Memorization,” A Senior Thesis submitted in partial fulfillment of the requirements for graduation in the Honors Program Liberty University, Fall, 2020.##
  • Heskett, “Design: A Very Short Introduction,” (M. Mohammadi, Trans.). Tehran: Meshki, 2019. (In Persian)
  • Halliday, R. Hasan, “Language, Context, and text: Aspects of Language in a Social- semiotic Perspective,” (M. Nobakht, Trans.). Tehran: Siahroud Publications, 2014. (In Persian)##
  • Dawson, “Practical Research Methods: A User-friendly Guide to Mastering Research Techniques and Projects,” (M. R. Davari; J. Emami; M. Ghazizadeh Trans.). Tehran: Siahroud Publications, (2011). (In Persian)##
  • Mahdieh, P. Karimi, “Investigating the Effect of Packaging’s Visual and Informational Elements on Consumers Purchase Behavior of Food and Health Products,” Journal of Packaging science and Techniques, vol. 41, pp. 26-37, (2010). (In Persian)##
  • Givee, “Investigating the Role of Art Design and Packaging Graphics on Marketing and Sales,” Journal of Packaging Sciencd and Techniques, vol. 33, pp. 50-63, (2018). (In Persian)## 
  • Khodabakhshi, A. Sadeghi, “Studying the Effects of Packaging Size and Design on Purchase Intention and Consent of Consumers,” Journal of Packaging science and Techniques, vol. 31, pp. 30-41, (2017). (In Persian)##
  • M. Mahmoudi, “Lettering and Information Management in Packaging,” Journal of Packaging Science and Techniques, vol. 7, pp. 4-15, (2011). (In Persian)##
  • Limon, “Packing in Meaning: Applying Jakobson’s Model of Communication to Packaging Design,” The American Journal of Semiotics, vol. 34, pp. 371-398, (2018).##
  • Torabkhani, “Principles of Industrial and Commercial Packaging,” Tehran: Dibagaran Tehran, (2018). (In Persian)
  • Culache, “Shifting from Channels and Codes to Modes: A Reconceptualization of Brand Communication Via Multimodality,” 12th World Congress of the International Association for Semiotic Studies (IASS/AIS), Sofia 2014 16-20 September, New Bulgarian University, pp. 717-725, 2014.##
  • Azimifard, “Descriptive Culture of Semiotics,” Tehran: Elmi Publications, 2013. (In Persian)##
  • Pahlavan, “An Introduction to Analysis of the Visual Elements of Logo,” Tehran: Tehran University of Art Pub., 2011. (In Persian)##
  • Maynard, “The Importance of Typography in Packaging,” (2018). SLD: Inspiring the Future of Retail Experiences , 11 April 2021, <https://www.sld.com/blog/packaging-design/the-importance-of-typography-in-packaging/>.
  • Wang, “Linguistic Semiotics,” Singapore: Peking University & Springer Nature Singapore Pte Ltd., (2020).##
  • Chandler, “The Basics Semiotics,” (M. Parsa, Trans.). Tehran: Soore Mehr, (2018). (In Persian)##
  • Safavi, “From Linguistics to Literature; First volume: Poetry,” Tehran: Soore Mehr, 2015. (In Persian)##
  • Pahlavan, “Visual Communication from Perspective of Semiotics,” Tehran: Tehran University of Art Pub., 2011, (In Persian)##
  • Barthes, “Elements of Semiology,” (S. Rashidi; F. doosti, Trans.). Tehran: Elmifarhangi, 2020. (In Persian)##
  • Danesi, “Understanding Media Semiotics,” (G. Mirani; B. Doran, Trans.). Tehran: Elmifarhangi, 2017, (In Persian)##
  • Sujudi, “Applied semiotics,” Tehran: Elm Pub., 2017. (In Persian)##
  • Nercissians, “Human, sign, Culture,” Tehran: Nashre Afkar, 2017. (In Persian)##
  • Sujudi, “Semiotics: Theory and Practice,” Tehran: Elm Pub., 2017. (In Persian)##
  • Sepehr, “Analysis of Graphic Artworks in Visual Communication,” Tehran: Fatemi, 2017. (In Persian)##
  • Kristin, “Layout Workbook: A Real- World Guide to building Pages in Graphic Design,” (N. Sedghiyan; M, Farhang, Trans.). Tehran: Aban Book Publication, 2017. (In Persian)##
  • Damirchilo, F. Sujudi, “Semiotics Analysis of Persian Typography,” Book of Month: Art, vol. 152, pp. 90-101, 2011. (In Persian)##
  • Suleman, “The Science of Typography In Packaging To Grab Customer Attention,” Zillion Designs, 2016.##
  • Armstrong, “Graphic Design Theory: Readings from Field,” (M. Zahedi, Trans.) Tehran: Meshki, 2014. (In Persian)##
  • Tondreau, “Layout Essentials: 100 Design Principles for Using Grids,” (A. Barabadi, Trans.). Tehran: yassavoli, 2013. (In Persian)##
  • Sherin, “Design Elements, Color Fundamentals: A Graphic Styles Manual for Understanding How Color Impacts Design,” (A.A. Ghahremani, Trans.). Mirdashti Publication, 2015. (In Persian)##
  • Khalid Mahmood, “Expressions of Arabic Calligraphy in Arabic Typography for a Cultural Identity of the Visual Arabic Script,” The London Art as Cultural Diplomacy Conference, pp. 1-10, 2013,##
  • Alemozaffar. “Selected Works of the First biennial of Iranian Packaging Designers,” Tehran: Hoodis Pars Printing Complex, 2015. (In Persian)##
  • Erlhoff, T. Marshall, “Design Dictionary: Perspectives on Design Terminology,” (M. Mohammadi, Trans.). Tehran: Meshki, 2019. (In Persian)##
  • Ambrose, P. Harris, “The Fundamentals of Creative Design,” (A. A. Ghahremani, Trans.). Tehran: Mirdashti Publication, 2011. (In Persian)##
  • Bakhtiarifard, “Color and Communication,” Tehran: Fakhrakia, 2009. (In Persian)##
  • Abedi, “Graphic Analysis, Survay & Criticize,” Tehran: Akhtaran, 2016. (In Persian)##
  • Nejabati, “Typography in Graphic Design,” Tehran: Organization for Educational Research and Planning (Chap Sch), 2018. (In Persian)##
  • W.White, “Thinking in Type: The Practical Philosophy of Typography,” (A. Mottaghi; M. R. Abdolali, Trans.). Tehran: Mirdashti Publication, 2010. (In Persian)##
علوم و فنون بسته‌بندی
دوره 12، شماره 47
آذر 1400
صفحه 43-56

فایل ها

سابقه مقاله

  • تاریخ دریافت: 06 مرداد 1400
  • تاریخ بازنگری: 31 شهریور 1400
  • تاریخ پذیرش: 08 اسفند 1400
  • تاریخ انتشار: 01 آذر 1400

هم رسانی

ارجاع به این مقاله

آمار