A Study On The Design Performance Of Travel Postcard From The Perspective Of Product Semantics

As one of the world’s top five tourist countries, China’s postcard market is alsoshowing great potential for development. The rational application and allocation of designsymbols and elements are the important points of penetration in the study of the semanticsexpression of travel postcard design. Without the application of symbols, it is impossibleto design. But in the tourist postcards, the performance of the application of various designsymbols and design elements are often not taken seriously.This paper carries on a deep study with a number of examples, highlighting theimportant role of design symbol in the tourist postcard design. It studies from the twoperspectives of traditional postcard definition and categorization, combing with thesemantic essence. On the one hand, it accurately conveys the postcard’s semantic featuresof functional, symbolic, unique and interesting features presented by the design throughthe rational use and integration of the performance practices and other design symbols,such as pictures, words, colors, layouts, etc., to improve the audiences’ visual aestheticstrength. On the other hand, through the visual surface perception, combining with thedevelopment trend of the times, it deeply explores the hidden value of the tourist postcarddesign, which reflects today’s ideology, people’s values and attitudes.The application of semantics not only provides material and interpretation for thecreation of tourist postcard design, improves the visual recognition of the elements, butalso expresses the inner value and semantic information to meet people’s increasingdemand for aesthetics and psychology. Only by the designer’s deep and careful study, fullyunderstanding and rational use of product semantics, can a travel postcard with strongdesign sense, exquisite workmanship, profound be created; can a postcard breaks theroutine and stand firmly in this information age of high and new technology, in which theletter is gradually be neglected; can promote the healthy development of the tourism ofvarious design industries.