Application of Saussure's Sign Concept on the Creative Design Education: In the Case of Extended Cultural and Creative Products from Tourist Factory

In recent years, the industry of cultural and creative design has been regarded as one of the major projects of the crucial plans of development in the government. However, the methods of form development of many products of cultural and creative in the market have gradually shifted from a functional orientation to psychological needs so far, and thereby the product-images will further satisfy the psychology level of customers. The aim in this study, therefore, was to explore the relationship between symbolic images and product shapes produced from the tourist factory of Ribbon King by using the method of qualitative data analysis (QDA) of Saussure's sign. Briefly, four extracted steps of QDA from these products as following: 1) extracted the image adjectives; 2) derived the meaning of image adjective; 3) determined the design elements; 4) combined with the feeling and design elements, and finally exported the criteria of design. After preliminary exploration, the results showed that a total of 45 pieces of creative works was finished and then classified into three types of artworks according to the theory of post-modern design style. The symbolic spirit of industry cooperation relationship between Ribbon King and the university was further integrated into three types of creative works. The conformation of design included oval, rectangular and circular shapes, whose signified meant the feelings of tact, symmetry, and satisfaction, respectively. Besides, in order to enhance the overall values of creative goods, the product packages were further designed. In conclusion, the methods including the analysis of creative works and the design process of sign based on the concept of Saussure's sign in this study will have the potential for applying on the education of creative design and extended design of products from tourist factories in the future.

關鍵字

Saussure's Sign Concept ； Qualitative Data Analysis ； Cultural And Creative Product ； Tourist Factory ； Sign Design

並列摘要

近年來，國內文化創意設計產業已被視為重點發展計畫的主要項目之一。然而，現在市場上許多文化創意產品的造形發展（form development），已逐漸從功能定位（functional orientation）轉向於心理需求（psychological needs）的取向，如此將進而使消費者對產品意象（product-images）達到其心理層面的滿足。因此，本研究的目的主要是利用索緒爾符號理念進行定性分析並探究緞帶王（Ribbon King）觀光工廠生產的符號意象（symbolic images）與產品造形（product shapes）之間的關係。簡言之，從觀光工廠的產品中提取QDA的四個步驟如下：1）提取圖像形容詞；2）提取圖像形容詞的意義；3）確定設計要素；4）結合感受和設計元素，最後輸出設計標準。初步的研究結果共完成了45件創意作品，並根據後現代設計風格的理論將其分為三類作品。亦將其緞帶王與本校大學產業合作關係的象徵精神也融入了此三種創意作品之中，而他們的設計外形包括橢圓形，矩形，圓形，其所代表的個別符號意涵即是圓融、對稱、滿意。此外，並加以包裝，以提升創意商品之整體質感。總之，本研究中以索緒爾符號理念為基礎，定性分析產生的創意作品和符號設計方法，對於未來應用於創意設計教育和旅遊工廠延伸的文創商品設計將具有潛力。

並列關鍵字

索緒爾符號理念；質性分析；文創商品；觀光工廠；符號設計

參考文獻

Anonymous. (2016). Taiwan cultural creative industries annual report (Publication no.http://cci.culture.tw/cht/ index.php?code= list&ids =20). from Ministry of culture