设计语义学英文文献和中文翻译

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Semantics in Design Abstract : Semantics in design is the study of the meaning of design language. The enterprise image design is based on the concept the enterprise and it consists of two sections. One shows the connotation of the enterprise, such as its culture , management tactics , design concept, manufacturing levels and so on; the other dealing with its extemal visional image. The designer, with the guidance of the theory of semantics , can produce a perfect enterprise image by combining the connotation of the enterprise with its vision identity including pattem meaning,color meaning and material meaning. .51131

Keywords : CIS design, enterprise concept, semantics, vision image

Foreword :

After China joins WTO, the enterprise surface in faces the whole world economic integration and in the market competition internationalization challenge, Because CIS creates the integrated mark image which leads to be able to guarantee the commodity brand the information. Therefore the entrepreneurs hoped goes on an expedition the global market with the aid of CIS, establishes the selfbrand base industry, Expands semantics theory to the CIS design. The help enterprise displays the bright profession character isticand the unique enterprise culture, needs us to discuss semantics and the enterprise vision recognition design relations.

1 Design Semantics

So called semantic namely means the meaning of phonetic;The semantics is the course of the study of the language meaning. The Semantics was established as an independent course since the announce of《 Semantics : the science of language leaming 》in 1883 written by France scholar Michael Breal. The theoretical and basic frame of semantics comes from the language sign system. The Semantics promote to study the whole sciencise and phenomenon with the standpoint of the meaning of sign. The father of semeiology Saussure says"language is a system of signs form which express conception. " He believed that each sign contain two meanings,one is the sign form of the object ( so called Signifier) ; the other is the idea,culture and symbol which hiding in the back of signs ( so called Signified) . Semantics is sign a part of semeiology,The design semeiology is a sign system of design. It was get up on the foundation of semeiology theory. Its main research object is vision sketch, picture and color. The design passes the design ideas to customer through the design language and the sign, makes them comprehended and accepted. It spread the feeling and the emotion,incamate the logic relationship of all design factors ,communicate designers and customers and is a medium of passing informations.

2 Semantics and CI

2.1 The VIS of CI

The enterprise image design is by the enterprise idea the system image design which launches for the core,including two aspects main contents : On the one hand is manifesting the enterprise culture, the management strategy and the design idea,the manufacture water equal connotation, on the other hand inevitably displays for the extemal visual representation. This external visual representation is the visual recognition system. Visual recognition system its Italy is refers enterprise's all visible things carries on the unification the visual recognition performance and the standardization, appropriation. Through the visual recognition system, ransmits for the society the enterprise image the public. The visual recognition system (VIS) is set of identification sign which the enterprise is in sole possession of. The visual recognition is the idea recognition external performance,the idea recognition is the visual recognition mental connotation. In the design semantics theory comes Yu Yi through the mark characteristic to design the work the thought idea,the cultural connotation characteristic, gathers utilizes in the CI design in the visual recognition system design. Through conformity enterprise vision recognition visual shape and so on the system modeling meaning, color meaning, material quality meaning refje prise culture,the management strategy and the design idea, the manufacture water equality latent connotation,thus constructs the quite perfect enterprise image.