Brand Design Of Hengzhou Kiln Based On Product Semiotics

In today’s white-hot market competition,the spread and management of many traditional utensils and cultures are struggling,and the cultural fault and lack of innovation make them bogged down in the mire of the innovation era.Hengzhou kiln is not only the cultural symbol of hunan region in the tang and song dynasties,but also the product of the people’s kiln with strong national strength and close exchanges with foreign countries in the tang and song dynasties.However,it symbolizes the cultural symbol of hunan area,which is gradually declining due to the insufficient utilization of resources and the lack of innovative design system of hengzhou kiln in the contemporary context.Therefore,in view of the regional cultural characteristics of hengzhou kiln,combined with the advantages of local resources,relying on the brand innovation and creative way from the perspective of semiotics,the formation of traditional hengzhou kiln culture and modern design of mutual integration and exchange,dynamic inheritance of hengzhou kiln celadon culture has become imperative.Under the background of consumer-oriented era,the way of product innovation has undergone profound changes.It pays more attention to the spirit and connotation of design and emphasizes cultural differences,instead of only paying attention to the external and explicit symbols of products.So this topic is based on product semiotics of innovative ways to explore hengchow kiln brand,first of all,based on the status quo of hengchow kiln culture to explore,through the field investigation,literature study and collectors to interview way to hengchow kiln existing cultural information,current situation of the development of related research methods and analysis,summarize hengchow kiln at present.Secondly,with the help of the basic theory of semiotics,it reveals the relationship between the inner and outer parts of the ware,and analyzes the collected cultural information of hengzhou kiln at the outer level,the intermediate level and the inner level.And the use of online data survey,user demand interview and quantitative questionnaire survey method of hengzhou kiln brand design research,and according to the results of the survey combined with style intention,grasp the general brand style positioning and related product demand.Eventually based on hengchow kiln branding requirements,product category attributes analysis and diachronic and synchronic brand products hengchow hengchow kiln kiln symbol identification symbols evolution way,further in the symbol expression and product innovation to carry on the design practice,under the guidance of the design principles and the design and practice from the market,practical advantages,economic performance,appearance and function of five product feasibility evaluation.The traditional ware culture of hengzhou kiln is based on the cultural habit under the specific time background,and it is the cultural identity under the trend of folk custom aesthetics of xiangjiang river basin.Its continuation and innovation are based on the excavation and transformation of cultural meaning under semiotics,rather than the appropriation of simple external symbols.The design concept of brand innovation application semiotics of hengzhou kiln,the relationship between the cultural symbols of hengzhou kiln and the innovation transformation of brand products,the brand innovation design framework obtained is applicable to the field of cultural product innovation,which is conducive to the inheritance and renewal of local cultural role.