بازتاب کارکردهای طراحی بسته‌بندی در هنرهای معاصر

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه ارتباط تصویری، دانشکده هنرهای تجسمی، دانشگاه هنر اصفهان، اصفهان، ایران

چکیده

زندگی روزمره با طراحی بسته‌بندی در آمیخته است؛ از تعامل روزانه با محصولات بسته‌بندی‌شده گرفته تا انتخاب بسته‌بندی از قفسه فروشگاه‌ها و دور ریختن بسته‌ها. این مهم را هنرمندان معاصر از نیمۀ دوم قرن بیستم میلادی دریافتند وکوشیدند با دید انتقادی و فرهنگی جایگاه طراحی بسته‌بندی را در آثارشان باز نمایند. طراحی بسته‌بندی نیز در این سال‌ها به پیشرفت چشمگیری رسیده و ابعاد گوناگون آن، به‌طور دقیق‌تری تعریف شده است. مسئله اینجاست که چگونه کارکردهای گوناگون طراحی بسته‌بندی در هنرهای معاصر بازنمایی شده است. این پژوهش با هدف شناسایی الهامات هنرمندان معاصر از ابعاد گوناگون بسته‌بندی، چارچوب مفهومی جامع طراحی بسته‌بندی را انتخاب کرده تا بر اساس کارکردهای پنجگانه بسته‌بندی(حفاظت، ارگونومی، پایداری، ترابری و بازاریابی) به تحلیل محتوای آثار هنر معاصر بپردازد. روش پژوهش تحلیلی، بر اساس معیارهای پنجگانه و متمرکز بر موضوع اثر(عناصر بصری و جنس اثر، نام اثر و بیانیه هنرمند)، گرایش هنرمند، زمان و محل ارائه اثر است. روش گردآوری اسنادی است و محتوای 24 نمونه موردی از آثار هنر معاصر به‌صورت کیفی با کارکردهای پنجگانه تطبیق می‌یابد و سپس میزان این تطبیق با استدلال زنجیره‌ای تولمین تقویت یا تعدیل می‌شود. نتایج پژوهش نشان می‌دهد که کارکرد ارگونومی و حفاظتی به‌ترتیب کمتر در میان منابع الهام هنرمندان قرار گرفته و سه کارکرد پایداری، بازاریابی و تا حدودی ترابری برای هنرمندان معاصر اهمیت داشته است. همچنین باید اشاره کرد که در آغاز هنرمندان معاصر بیشتر با رویکرد انتقادی آثاری ملهم از طراحی بسته‌بندی ارائه می‌دادند و در دوران متأخر بیشتر رویکردهای فرهنگی و اقتصادی درباره طراحی بسته‌بندی اتخاذ کردند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Representation of Packaging Design’s Functions in the Contemporary Artistic Practices

نویسنده [English]

  • Farnaz Masoumzadeh Jouzdani
Assistant Professor of Graphic Design, Visual Art School, Art University of Isfahan, Isfahan, Iran
چکیده [English]

Packaging design has become an integral part of our daily lives, influencing everything from our choice of products on store shelves to the disposal of emptied packages. This pervasive presence of packaging design has captured the interest of contemporary artists, especially those active in the latter half of the twentieth century, who have sought to create art inspired by the significance of packaging through critical and cultural perspectives.The primary objective of this research is to investigate the representation of diverse dimensions of packaging design within the context of contemporary art. This inquiry arises from the recognition that the multifaceted aspects of packaging design have been increasingly acknowledged and defined by the global industry. This study was meticulously designed to investigate the various sources of inspiration for contemporary artists engaged in the domain of packaging design, grounded in a comprehensive framework of packaging design principles. It is important to emphasize that there are five critical multi-functional dimensions of packaging design: safety, ergonomics, logistics, sustainability, and marketing. This study aims to elucidate the content of packaging design within the context of contemporary art. To achieve this objective, a deliberate selection of 24 artworks has been made for a qualitative analysis, focusing on the aforementioned five functions inherent to packaging design.The findings indicate that contemporary artists have predominantly overlooked the ergonomic and safety aspects of packaging design. In contrast, variables such as sustainability, marketing, and to a certain degree logistics have garnered significantly more attention within artistic practices. Furthermore, early contemporary artworks were predominantly conceived through a critical lens, emphasizing social critique and artistic commentary. In contrast, later works shifted their focus toward the cultural and economic dimensions of packaging design, reflecting a growing awareness of the material conditions and market influences that shape artistic production and consumption.
 
 
 

کلیدواژه‌ها [English]

  • Packaging design
  • Contemporary Arts
  • Sustainability Function
  • Marketing Function
  • Transportation Function

Smiley face

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دوره 16، شماره 64 - شماره پیاپی 64
شماره پیا پی 64 زمستان 1404
اسفند 1404
صفحه 35-56
  • تاریخ دریافت: 30 آذر 1404
  • تاریخ بازنگری: 03 اسفند 1404
  • تاریخ پذیرش: 28 اردیبهشت 1405
  • تاریخ انتشار: 15 خرداد 1405