產品設計中造形的編碼與解碼

The Encoding and Decoding in Product Design

林銘煌(Ming-Huang Lin)

《設計學報》 6卷2期 (2001/12) Pp. 39-52

摘要

本文把符號學中‘能指’與‘所指’的觀念運用在產品設計領域中加以探討。設計師詮釋產品造形的原構想和使用者理解的結果，因為符號與符碼的效應而有所落差，以相對應的兩個角度來看，即為編碼（產生符號）與解碼（接收符號）。在編碼方面，本文以科學的態度釐清暗喻、明喻、轉喻等文學名詞的定義，並介紹完型、脈絡、層次等編碼時應加注意的觀念；在解碼方面則提出一個新的模型架構來解釋編碼和解碼之間的認知距離。

關鍵字

符號 ； 符碼 ； 產品設計 ； 認知 ； 造形

並列摘要

This study looks at design practice from the concept of semantics and semantics in linguistics and furthermore it focuses on the relationship between signifier and signified precisely when applied to product design. The gap between designers' interpretations and users' understanding of product form is recognized as coding - this can be divided into two diametrical positions: encoding (where signs are produced) and decoding (when signs are received). Contained within this paper, the logic of metaphor, simile, and metonymy are illustrated and the concepts of gestalt, context and layer in encoding aspects are introduced and suggested is a new model to clarify the cognitive distance between encoding and decoding.

並列關鍵字

sign ； code ； product design ； cognition ； form