رابطه تصویر و نشانه نوشتاری نشان تجاری در بسته‌بندی محصولات غذایی شور و تندمزه با تأکید بر طراحی حسی

نوع مقاله : مقاله پژوهشی

نویسنده

دانشیار گروه ارتباط تصویری، دانشکدۀ هنر و معماری، دانشگاه گیلان، رشت، ایران

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

موضوعات

عنوان مقاله [English]

The Relationship Between Visual Signs and Logo in Savory and Spicy Food Product Packaging with an Emphasis on Sensory Design

نویسنده [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

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علوم و فنون بسته‌بندی
دوره 16، شماره 64 - شماره پیاپی 64
شماره پیا پی 64 زمستان 1404
اسفند 1404
صفحه 17-34

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  • تاریخ دریافت: 23 آبان 1404
  • تاریخ بازنگری: 23 آذر 1404
  • تاریخ پذیرش: 29 اردیبهشت 1405
  • تاریخ انتشار: 15 خرداد 1405

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