Classification in Product Semantic Design

Abstract : The information society puts forward new requirements for product semantic design, discusses the problems in the development of product semantics and the solutions are the topics that designers care about. This paper proposes to draw on the laws of the language of words to make the symbol system of the product both by its nature. Classify research and processing to help with design.

Key words: social information product, semantic design classification

Product Semantics (Product Semantics) is a new concept proposed after the product enters the era of electronics. On the one hand, due to the "black box" of electronic products, the product has lost the instruction of the appearance structure of the product in the mechanical era; (Figure 1). On the other hand, with the development and progress of society, the abundance of substances, consumption Further refinement of the level, people's spiritual demand for the product continues to increase, these all put new requirements for product design. In 1984, Krippendoff and Butter defined the product semantics: "A symbolic meaning of the social and cognitive context in which the model is used, and how to apply the knowledge in industrial design", the designer began to study how Its application in product design has played an important role in improving product quality.

Product semantics actually borrows the concept of linguistics. Linguistics studies in semantics are written languages. The main research objects of product semantics are visual graphics, images, and patterns. Graphical language. We now all know that the form, structure, color, and material of a product constitute its unique symbol system. From the overall visual experience to the details of each component, through this notation system, designers convey design intent and design ideas. Give the product a new life; through this set of symbolic systems, the consumer understands the product's attributes and how it uses it, which is the medium of communication between the designer and the user.

The introduction of product semantics has had a great influence on the design and has played an important role in improving the quality of design. Under the situation that all kinds of information are rapidly expanding in recent years, the social background of products has undergone major changes. It must be adapted to it and the design is adjusted accordingly. Product design must re-examine the direction of its development, semantics should also be given a more effective response, to play a better role in improving the efficiency of man-machine communication and provide better services. However, there is a gap between ideals and reality. Product semantics is, after all, a new discipline, and there are still many imperfections. There are still some problems that need to be solved, such as the accuracy of semantic communication and the personalization of consumer demands. The contradictions, confusion and contradiction caused by the different symbol systems constitute the operation instruction system of similar products; the enrichment of the pursuit of implied features reduces formalism and so on. Standardization and individuation are two extremes of things: complete standardization brings about accurate ideology, but lacks care for people's spiritual needs; complete personalization fully satisfies the individual's spiritual needs, but the whole thing comes in. Watching can cause difficulties in communication and bring great inconvenience. As shown, different brands of mobile phones have different operating systems. We all have this experience. When you change different brands of mobile phones, you must familiarize yourself with its various types of mobile phones. Functional and operating software systems: Its menu structure, graphical meaning, text input methods, etc., is a very troublesome thing. Here, the requirements of personality are in contradiction with the versatility of the use of mobile phones, and we face the choice. The same thing can happen to many products such as desk phones, printers, washing machines, televisions, and remote controls for various appliances. If, as experts predict, everyone will have 100 or more electrical appliances in the near future. If there is no better way to solve these problems, how will people face these machines? In fact, as long as we take a little notice of the products around us, it is not difficult to find the different experiences that standardization and so-called personalization bring to us: for example, the standardized and non-standardized parts of the telephone. This is because of the current telephone system. Only 0-9#* is a standardized symbol that guarantees that the basic functions of the phone are achieved and that anyone can operate it. This is the benefit that standardization brings us. On this basis, different manufacturers have shown their different personalities: multi-functional, colorful decoration, and exaggerated shapes. Most of them are slick and extravagant. Each manufacturer has its own set of ideas. A large number of "individualized" symbols can be operated only by carefully reading the thick manuals. At this time, one of the examples of personalization has brought us trouble. Designers and producers should reflect on this. How to grasp the degree of standardization and personalization in the product. Since the research and application of semantics have always been flawed in terms of generality, concept, and individuality, the determination of semantic factors in a product design depends on the cognitive understanding of product semantics by individual designers or individual companies. To a large extent depends on the individual experience of the designer, with a strong personal color, and its adaptability will inevitably be affected. In particular, we are in a diversified era, emphasizing the era of individuality, how to effectively design and design the product's symbol system so that it can better resolve these conflicts and make the products better serve people. For product designers, It is a major issue.

Starting from the concept of semantics, the concept of quoting linguistics explains that the language of a graphic language has something in common with the language of words: that is, both have the function of "transmitting feelings and expressing meaning", and are the medium for transmitting information, and they are responsible for conveying people. The abstract thinking in the mind is transmitted as accurately as possible to tasks in other minds, but there are obvious differences between the two: the Chinese language language, after thousands of years of evolution, has undergone countless modifications and evolutions, it has been the most primitive. The hieroglyphs are excessive to today's Chinese characters. They have relatively fixed words, words, word formation and grammar. They are good at expressing abstract and complex things and logical relationships. They can rely on sight and hearing to spread; product semantics studies the graphic language. Fixed words, words, word formation and grammar, if the symbols represented by a single figure or form are used as product semantic words and words, symbols have different meanings due to different regions and different groups of people, which poses a problem for design. The conscious application of graphical semantics in product design is still a very short time after all. It is incomparable with the literal language, and it is only in the primary stage of its development. With the advancement of science and technology, the products are abundant, and the global integration is accelerated. The demand for human-machine communication will be higher and higher, and product semantics must also be further developed.

As a special and relatively complete marking system, we can get some inspiration from the use of the language as a product semantics. The composition of the word language can be divided into two parts: nominality and modification restriction. I wonder if the product symbol system can also be classified and treated in the same way: that is, the symbols in the product marking system are divided into different properties according to different expression functions. Equivalent to different parts of speech in the language, different parts of speech play different roles in the system, and their formal requirements for expression are also different. By adjusting the relationship between them, the proportional relationship between standardization and individualization is adjusted.

We analyze the typical products. Taking the mobile phone as an example, the symbology of the product can be divided into three types according to the functions it carries: 1. Various types of function keys, peripheral connection holes and their corresponding description words and symbols; 2. The overall visual and tactile appearance and color of the appearance; 3. The software interface supporting the mobile phone function. For different requirements, different methods and standards should be adopted to deal with these three types of symbols to achieve the best combination state. The role of the first type of symbol is mainly to "reach the meaning", that is to let the user know how to operate, for such symbols is not only the meaning of a single symbol, but also to further convey the combination of the relationship between them. The focus of the design is on the basis of satisfying the basic information transmission and physical operation, and only some simple changes can be made to coordinate with the overall shape. The second type of symbol constitutes the external visual and tactile appearance and linear features of the product. On the basis of meeting the basic requirements of the human-machine physics level, it must be able to carry the function of conveying the product's personality characteristics and product spirit connotation. It is also the field that can best exert the sensual charm of the form language. Its main function is to "pass on feelings." The third type of symbol is completely a dialogue function between man and machine, and the need for individuality is not very necessary. We should try to make it as close as possible to standardization and standardization of operations. As mentioned before, we should reflect on whether we need it in all aspects. Personalization, or should find a better way to reflect the personality, such as: just think of the computer operating system, based on a public operating system, select the individual configuration program.

This method of classifying the product's symbology is not absolute. In fact, it is difficult or impossible to strictly separate the functional properties of symbols. Each symbol has a dual function at the same time, but the symbolic function focuses on the existence of . The significance of this classification method prompts us to distinguish their focus in the process of dealing with the design of specific symbols, so as to grasp the degree of "passion" and "reach".

In the new century, profound changes are taking place in society. In order to alleviate the stress caused by the destruction of natural resources and the overflow of information caused by material production, “healthy design”, “green design” and “non-material design” are proposed. Theory. The new stage of social development puts forward new requirements for product design. In this large context, the development of semantics should be adapted accordingly. Designers as leaders in social development must have a forward-looking perspective and a holistic vision. When designing a product, we must not only consider a single product individual, we must place it in a large social context for analysis. It should be the entire The organic components of the social system should not interfere with the other components of the system, increase the burden on the system, or reduce the efficiency of the entire system when it joins the system; the large system of society is constantly changing. Our concept It must also be constantly adjusted to coordinate with it. With this awareness, we as designers will have new open horizons, new evaluation criteria systems, and will draw different conclusions.

Author: Zhang Xusheng


Source of information: China Art Federation