A Study Of Packaging Design Practices Based On Design Rhetoric Theory

The content of this study is based on the theory of design rhetoric to study the rhetorical techniques in packaging design.In this study,firstly,from the perspective of design semiotics,combined with the theories of linguistic rhetoric and visual rhetoric,the meaning and research content of design rhetoric are defined,and the necessity of rhetoric research in design is demonstrated.It is considered that the two main research contents of design rhetoric are semantic rhetoric and morphological rhetoric,as well as the study of their rhetorical structure.In addition,design rhetoric is also studied We should pay attention to the evaluation of rhetoric effect.Secondly,rhetoric is placed in the context of packaging design,and the location of rhetoric occurrence and its manipulation in packaging design is studied in conjunction with the vertical symbolic structure and horizontal design system of packaging design.Through the analysis of specific design cases,the rhetorical framework of semantic rhetoric and morphological rhetorical grammar is combed out by combining Western semiotics rhetorical theory and ideas of plane composition.Finally,it discusses how to use rhetoric to improve the three levels of emotional design,so as to enhance the persuasive ability of design,and summarizes the application principles of rhetoric.The main purpose of this study is to make a preliminary attempt on the definition of design rhetoric,research content and rhetorical delineation,and to make a small contribution to the construction of the whole design rhetoric.In addition,this study provides an in-depth understanding of the creative ideas and design operations of packaging design from a rhetorical perspective,and summarizes them in a regular manner,in an attempt to construct a scientific and orderly design methodology that can enhance the persuasive power of packaging,so that the design can be more systematic and easy to grasp,and provide practical guidance for actual creation.This study's dissection of packaging design from a design semiotics perspective can also provide ideas for other types of packaging design or visual communication design.