Application Research Of Product Semantics In The Design Of Ancient Biological Creative Products

Our country has the world's rare and abundant fossil resources of paleontology,which are rich in paleontological culture.It has important scientific research,cultural and economic value.It is a precious historical and cultural heritage of human beings,and also a resource for the creation and design of paleontology.As China vigorously promotes the integration and development of cultural creativity and design services with related industries,as well as the need for the dissemination of ancient biology culture,the design of ancient biology creative products has ushered in a "golden period".At present,there are some problems in the market of ancient biology literary products,such as lack of material functional semantics and weak mental functional semantics,which can not meet the needs of contemporary consumers in use and aesthetics.Product semantics is a subject which studies the linguistic meaning of products based on semiotic theory.It focuses on the information exchange between people and objects.With the development of society and economy in our country,modern people pay more attention to the satisfaction and experience of the material and spiritual function semantics(cultural connotation,interest,aesthetic sense of shape and characteristics of the times)brought by creative products,which are mainly conveyed to users through visual symbols of product extension and connotation.Therefore,this paper attempts to guide the design of ancient biology literary creation through the theory and method of product semantics,so as to make it meet the aesthetic and functional requirements of modern people,and promote the dissemination of popular science culture related to ancient biology.Firstly,this paper summarizes the concept,extension and connotation of product semantics,the encoding and conveying process of semantics and the classification of semantics,and analyses the application status of product semantics in creative products,so as to provide a strong support for the method of product semantics in ancient biological creative design.This paper also summarizes the current situation of ancient biological resources and literary creation design,specifically analyses the characteristics of Hezheng,Gansu biological resources,the morphological characteristics of representative ancient organisms and the current situation of local literary creation design,and summarizes the related problems of ancient biological literary creation products.Secondly,according to the problems existing in the creation of ancient biology,this paper puts forward the principle of rational unification of product function and shape,the principle of highly unification of extension and connotation,the principle of meeting the physiological and psychological needs of human beings,and the principle of grasping the sense of the times and value orientation.From the perspective of product semantics,this paper summarizes the design characteristics of representative ancient biology creative products,and concludes and deduces three kinds of semantic expressions of ancient biology creative product design:intuitive bionics,local highlighting and emotional assimilation.From the aspect of morphological semantics,this paper summarizes the methods of literal translation and generalization of the design of ancient biology literary products.This paper sums up the connotation endowment method and rhetoric method from the design of ancient biology literary creation products derived from IP image.In summary,a set of principles,expression techniques and design methods suitable for the design of ancient biology creative products have been formed,which provide theoretical and methodological guidance for the design practice of this paper.Finally,this paper makes a market research on the cultural and creative products around Hezheng Paleontological Geological Park and museum,determines the market positioning,and completes the relevant design practice of the cultural and creative products of Hezheng paleontology under the guidance of this method.