Research On Cultural Creative Product Design Of Phoenix Pattern Based On Morris Semiotics

Based on the theoretical perspective of Morris semiotics,this paper takes the phoenix pattern as the research object,and discusses the feasibility of the application of Morris semiotics theory in the design of cultural and creative products with phoenix patterns.This study is carried out from the following three aspects: firstly,from the perspective of Morris’ semiotic theory of language form,semantics,and pragmatics,it analyzes the traditional Western Zhou phoenix patterns,summarizes the layout and structural characteristics of phoenix pattern symbols,the specific meanings of the extension and connotation layers of phoenix pattern symbols,and the social environment,cultural background,and usage needs of phoenix pattern symbol users.Secondly,by analyzing the design process of classic cultural and creative cases,combined with the essential characteristics of phoenix pattern cultural symbols,the coding and decoding methods for phoenix pattern cultural and creative product design are obtained.Language encoding extracts the formal features of abstract phoenix pattern symbols,semantic encoding interprets the cultural connotations of phoenix pattern cultural symbols,and focuses on the design theme;Pragmatic encoding focuses on exploring the current user usage scenarios for phoenix patterned cultural and creative products,and constructing decoding contexts.Finally,by conducting research and analysis on the market and the new generation of phoenix patterned cultural and creative products,the design strategies,principles,and methods for contemporary phoenix patterned cultural and creative products are proposed.The design of phoenix pattern cultural and creative products aims to see the big from the small,and explore a diversified "symbol IP" cultural and creative development attempt that connects numbers and entities,forms and connotations,emotions and functions.This article believes that the process of cultural and creative design with phoenix patterns is essentially the process of encoding cultural symbols with phoenix patterns.The entire design process should follow the design principles of "contextualization","systematization",and "innovation";Furthermore,design strategies are proposed for three aspects: "external level","psychological level",and "behavioral level",as well as design methods such as "direct reference","abstraction to simplicity","three-dimensional symbol","deconstruction and reconstruction",and "metaphorical metaphor".This study demonstrates the feasibility and practicability of Morris semiotics’ involvement in cultural and creative design of phoenix patterns,and provides a new design path for cultural and creative design of other traditional cultural symbols to meet the diverse needs of cultural and creative consumer markets and promote the inheritance and fashion transformation of traditional culture.