【作者】 冯磊；

【导师】 王鹏； 姜峰；

【作者基本信息】 兰州理工大学 ， 艺术设计（专业学位）， 2019， 硕士

【摘要】 我国拥有世界稀有且丰富的古生物化石资源,古生物文化底蕴深厚,具有重要的科研、文化和经济价值,是人类宝贵的历史文化遗产,也是古生物文创设计的资源。随着我国大力推进文化创意和设计服务与相关产业融合发展以及古生物文化传播的需要,古生物文创产品设计迎来了“黄金期”。当前古生物文创产品市场存在着一些物质功能语义缺失、精神功能语义薄弱的问题,无法满足当代消费者的使用和审美需求。产品语义学是在符号学理论基础上发展而来研究产品语言意义的学科,它侧重于人与产品之间的信息交流。随着我国社会与经济的发展,现代人更加关注文创产品给人带来的物质功能语义和精神功能语义(文化内涵、情趣、造型美感以及时代特征等方面)上的满足与体验,而这种满足与体验主要是通过产品外延与内涵的视觉符号向使用者传达的。因此,本文试图通过产品语义学的理论与方法指导古生物文创设计,使其符合现代人的审美与功能要求,并促进古生物相关科普文化的传播。本文首先对产品语义学的概念、语义的外延和内涵、语义的编码传达过程及语义的分类进行综述,并分析了产品语义在文创产品中的应用现状,从而为产品语义在古生物文创设计中的介入方法提供了有力支撑。本文还对古生物资源及文创设计现状进行了概述,具体分析了甘肃和政古生物资源的特质、代表性古生物的形态特征以及当地的文创设计现状,归纳总结了古生物文创产品存在的相关问题。其次本文根据古生物文创存在的问题提出产品功能与造型形态合理统一原则,外延与内涵的高度统一原则,符合人的生理和心理需求原则,把握时代感和价值取向原则。从产品语义学的视角总结了具有代表性古生物文创产品的设计特点,归纳推演出直观仿生、局部凸显和情感同化三种古生物文创产品设计的语义表达方式。从形态语义方面归纳出古生物文创产品设计的形态直译法、抽象概括法。从IP形象衍生的古生物文创产品设计中归纳出内涵赋予法与修辞手法。综上所述,形成了一套适用于古生物文创产品设计的原则、表达方式及设计方法,对本文的设计实践提供了理论与方法上的指导。最后,本文对和政古生物地质公园及博物馆周边文创产品进行了市场调研,确定了市场定位,并在该方法的指导下完成和政古生物文创产品相关设计实践。更多还原

【Abstract】 Our country has the world’s rare and abundant fossil resources of paleontology,which are rich in paleontological culture.It has important scientific research,cultural and economic value.It is a precious historical and cultural heritage of human beings,and also a resource for the creation and design of paleontology.As China vigorously promotes the integration and development of cultural creativity and design services with related industries,as well as the need for the dissemination of ancient biology culture,the design of ancient biology creative products has ushered in a "golden period".At present,there are some problems in the market of ancient biology literary products,such as lack of material functional semantics and weak mental functional semantics,which can not meet the needs of contemporary consumers in use and aesthetics.Product semantics is a subject which studies the linguistic meaning of products based on semiotic theory.It focuses on the information exchange between people and objects.With the development of society and economy in our country,modern people pay more attention to the satisfaction and experience of the material and spiritual function semantics(cultural connotation,interest,aesthetic sense of shape and characteristics of the times)brought by creative products,which are mainly conveyed to users through visual symbols of product extension and connotation.Therefore,this paper attempts to guide the design of ancient biology literary creation through the theory and method of product semantics,so as to make it meet the aesthetic and functional requirements of modern people,and promote the dissemination of popular science culture related to ancient biology.Firstly,this paper summarizes the concept,extension and connotation of product semantics,the encoding and conveying process of semantics and the classification of semantics,and analyses the application status of product semantics in creative products,so as to provide a strong support for the method of product semantics in ancient biological creative design.This paper also summarizes the current situation of ancient biological resources and literary creation design,specifically analyses the characteristics of Hezheng,Gansu biological resources,the morphological characteristics of representative ancient organisms and the current situation of local literary creation design,and summarizes the related problems of ancient biological literary creation products.Secondly,according to the problems existing in the creation of ancient biology,this paper puts forward the principle of rational unification of product function and shape,the principle of highly unification of extension and connotation,the principle of meeting the physiological and psychological needs of human beings,and the principle of grasping the sense of the times and value orientation.From the perspective of product semantics,this paper summarizes the design characteristics of representative ancient biology creative products,and concludes and deduces three kinds of semantic expressions of ancient biology creative product design:intuitive bionics,local highlighting and emotional assimilation.From the aspect of morphological semantics,this paper summarizes the methods of literal translation and generalization of the design of ancient biology literary products.This paper sums up the connotation endowment method and rhetoric method from the design of ancient biology literary creation products derived from IP image.In summary,a set of principles,expression techniques and design methods suitable for the design of ancient biology creative products have been formed,which provide theoretical and methodological guidance for the design practice of this paper.Finally,this paper makes a market research on the cultural and creative products around Hezheng Paleontological Geological Park and museum,determines the market positioning,and completes the relevant design practice of the cultural and creative products of Hezheng paleontology under the guidance of this method.更多还原