Research On Intangible Cultural Heritage Packaging Design Method Based On Extension Semantics

At present,packaging creative design based on intangible cultural heritage(hereinafter referred to as intangible cultural heritage)has been studied and practiced in depth.In the process of intangible cultural heritage packaging research and practice,we can use research methods such as design semiotics,shape grammar,factor analysis,etc.to extract,transform and design the dominant elements such as shape,decoration,and color in intangible cultural heritage.However,excellent packaging design for intangible cultural heritage products should not only focus on the use of explicit elements,but also on the extraction and utilization of implicit cultural connotations in intangible cultural heritage culture.For issues such as insufficient representation and difficulty in transformation of implicit cultural elements in intangible cultural heritage culture,a packaging design method using extension semantic analysis is proposed to achieve the goal of explicit transformation of intangible cultural elements.This article analyzes and explores the source culture of intangible cultural heritage,collects and selects cultural elements and characteristic vocabulary from implicit cultural elements such as history and culture,legends and stories,customs and beliefs,and intangible cultural heritage techniques.Through the extension representation model of intangible cultural heritage elements,the quantitative relationship between cultural characteristics and design value is calculated,and the extension design interval of characteristic vocabulary is obtained,And use graphical thinking to illustrate and evaluate semantics;By using the method of superiority evaluation and combining the attitudes of different groups of people,the optimal design scheme is selected from three aspects: cultural expression,design innovation,and visual art.Representative packaging design works are designed and produced to verify the feasibility and rationality of this method,achieve the accuracy and superiority of the application of intangible cultural elements in packaging design,and provide design method support for intangible cultural heritage packaging design.Following the above research ideas,the main research content will be expanded from the following three parts.The first part is the introduction of Chapter 1,which elaborates on the research background,current research status at home and abroad,research objectives,and innovation points of the paper.It proposes to introduce the extension semantic research method into the design of intangible cultural heritage packaging,combining the transformation of intangible cultural heritage elements and semantics,extension semantic analysis and representation,and analyzing the process and methods of intangible cultural heritage product packaging design from a quantitative perspective,After realizing the explicit transformation of intangible cultural heritage and integrating it with product packaging design elements,design.The second part consists of Chapters 2 to 4,which review the extension semantic theory and the concept of intangible cultural heritage packaging.Through the study of the expression of explicit and implicit design elements in intangible cultural heritage,as well as the cognitive mode of intangible cultural heritage elements and imagery,the semantic extraction and transformation methods of intangible cultural heritage elements are constructed,and the representation and algorithms for the selection of intangible cultural elements,feature vocabulary evaluation,graphical semantics,and superiority evaluation are implemented,To lay a theoretical foundation for the packaging design practice of intangible cultural heritage products.The third part consists of Chapters 5 and 6,which practice,verify,and summarize the design of intangible cultural heritage packaging.Taking the packaging design of Hakka Niang liquor as an example,the method of extracting extension elements,quantifying analysis,graphic analysis,and evaluating the design scheme superiority of intangible cultural heritage product packaging design is used to verify the feasibility and rationality of this method.Based on the final evaluation results,it is shown that:,Prove that extension semantic analysis can effectively improve the ideas and methods of intangible cultural heritage packaging design.