تحليل كاركرد بيانگر و تأثيرگذار نوشتار در بسته‌بندي‌هاي ايران (مطالعۀ موردي: برگزيدگان نمايشگاه‌هاي سالانه و دوسالانۀ آثار طراحان بسته‌بندي كشور)

The Analysis of the Expressive and Impressive Functions of Type in The Packaging of Iranian Foodstuff (The Case Study: The Selected Packages of the Annual and Biennial Iranian Packaging Designers)

ﺗﺎﯾﭙﻮﮔﺮاﻓﯽ ﺑﻪ ﻋﻨﻮان ﯾﮑﯽ از ﻫﺴﺘﻪ ﻫﺎي اﺻﻠﯽ ارﺗﺒﺎﻃﺎت ﺑﺼﺮي، ﻋﻼوه ﺑﺮ ﺗﻮﺿﯿﺢ ﺟﻨﺒﻪ ﻫﺎي ﻣﻬﻢ ﻣﺤﺼﻮل و ﺑﺮﻧﺪ ﺗﺠﺎري ﺑﺮ ﺗﺮﻏﯿﺐ ﻣﺼﺮف ﮐﻨﻨﺪه ﺑﻪ ﺧﺮﯾﺪ ﻣﺤﺼﻮل ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺮرﺳﯽ وﯾﮋﮔﯽ ﻫﺎي ارﺗﺒﺎﻃﯽ ﻧﻮﺷﺘﺎر ﺑﺎ ﻣﻌﯿﺎر ﻣﺒﺎﻧﯽ ﻫﻨﺮﻫﺎي ﺗﺠﺴﻤﯽ و وﯾﮋﮔﯽ ﻫﺎي زﺑﺎﻧﯽ آن در ﺑﺴﺘﻪ ﺑﻨﺪي ﻫﺎي ﺑﺮﮔﺰﯾﺪة ﺳﺎﻻﻧﻪ و دوﺳﺎﻻﻧﮥ ﻃﺮاﺣﺎن ﺑﺴﺘﻪ ﺑﻨﺪي ﮐﺸﻮر اﺳﺖ، ﺑﯿﺎن ﻧﻘﺎط ﺿﻌﻒ و ﻗﺪرت ﻧﻮﺷـﺘﻪ ﻧﮕـﺎري در آﺛـﺎر ﻣـﺬﮐﻮر از ﻧﻈـﺮ ﺑﺼﺮي در ارﺗﺒﺎط ﺑﺎ ﻣﺨﺎﻃﺐ از دﯾﮕﺮ اﻫﺪاف ﺗﺤﻘﯿﻖ اﺳﺖ. ﺗﺤﻠﯿﻞ ﻫﻮﯾﺖ ﺑﺼﺮي و ﻫﻤﭽﻨﯿﻦ ﺷﻨﺎﺳﺎﯾﯽ ﻣﻌﻨﺎي ﺿﻤﻨﯽ ﻧﻮﺷﺘﺎر از ﻣﻮارد ﻣﻬﻢ ﭘﮋوﻫﺶ ﺣﺎﺿﺮ اﺳﺖ. ﭘﺮﺳﺶ اﺻﻠﯽ ﺗﺤﻘﯿﻖ اﯾﻦ اﺳﺖ ﮐﻪ ﻃﺮاﺣﯽ ﻧﻮﺷﺘﺎر ﺑﺴﺘﻪ ﺑﻨﺪي ﻫﺎي ﺑﺮﮔﺰﯾﺪة ﺳﺎﻻﻧﻪ و دوﺳﺎﻻﻧﮥ ﻃﺮاﺣﺎن ﺑﺴﺘﻪ ﺑﻨﺪي ﮐﺸﻮر ﺑـﺮ اﺳـﺎس ﮐﺎرﮐﺮد ﺑﯿﺎﻧﮕﺮ و ﺗﺄﺛﯿﺮﮔﺬار ﻧﻮﺷﺘﺎر ﭼﮕﻮﻧﻪ ﻗﺎﺑﻞ ﺗﺤﻠﯿﻞ اﺳﺖ و ﻧﻘﺶ ﻧﺸﺎﻧﻪ ﻫﺎ در اﻧﺘﻘﺎل ﻣﻌﺎﻧﯽ زﺑﺎﻧﯽ و ﺿـﻤﻨﯽ ﻧﻮﺷـﺘﺎر در اﯾـﻦ آﺛـﺎر ﭼﯿﺴـﺖ. روش ﺗﺤﻘﯿﻖ ﺗﻮﺻﯿﻔﯽ ﺗﺤﻠﯿﻠﯽ اﺳﺖ. روش ﮔﺮدآوري ﻣﻄﺎﻟﺐ ﺗﺮﮐﯿﺒﯽ از روش ﮐﺘﺎﺑﺨﺎﻧﻪاي از ﻃﺮﯾﻖ ﻓﯿﺶﺑﺮداري و ﺗﺼﻮﯾﺮﺧﻮاﻧﯽ و ﻣﺸﺎﻫﺪات ﻣﯿـﺪاﻧﯽ از ﻃﺮﯾﻖ اراﺋﻪ ﭘﺮﺳﺶ ﻧﺎﻣﮥ ﺑﺎز و ﻣﺼﺎﺣﺒﻪ ﺑﺎ ﺟﺎﻣﻌﻪ ﻣﺨﺎﻃﺐ اﺳﺖ. ﺗﺠﺰﯾﻪ ﺗﺤﻠﯿﻞ ﯾﺎﻓﺘﻪﻫﺎ ﮐﯿﻔﯽ اﺳﺖ. اﻧﺘﺨﺎب ﻣﺨﺎﻃﺐِ ﻓﺎرﺳﯽ زﺑـﺎن اﯾﺮاﻧـ ﯽ ﺑـﻪ ﺷـﮑﻞ ﺗﺼﺎدﻓﯽ اﺳﺖ. ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ ﻧﺸﺎن ﻣﯽ دﻫﺪ در ﻧﻤﻮﻧﻪ ﻫﺎي ﻣﻮﻓﻖ، ﺗﻨﺎﺳﺐ ﻧﻮﺷﺘﺎر ﺑﺎ زﺑﺎن و ﺧﻂ ﻣﺨﺎﻃﺐ، ﻫﻤﺎﻫﻨﮕﯽِ ﻗﻠﻢ ﻫﺎي ﺑﻪ ﮐﺎررﻓﺘـﻪ ، ﻫﻤﺎﻫﻨـﮓ ﺑﻮدن ﻗﻠﻢ ﺑﺎ ﻣﻮﺿﻮع، ﺑﻬﺮه ﮔﯿﺮي از ﻗﻠﻢ ﻫﺎي ﺑﻪ روز، ﮐﺎرﺑﺮد ﻣﻄﻠﻮب رﻧﮓ، ﺻﻔﺤﻪ آراﯾﯽ ﻣﻄﻠﻮب، ﺑﺮ اﻗﺒﺎل ﺑﺴﺘﻪ ﺑﻨﺪي ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ دارد؛ اﻣﺎ ﭼﺎﻟﺶ ﻫﺎﯾﯽ ﺑﺎﻋﺚ ﮔﺮدﯾﺪه ﮐﺎرﮐﺮد ﺑﯿﺎﻧﮕﺮ و ﺗﺄﺛﯿﺮﮔﺬار ﻧﻮﺷﺘﺎر ﺗﺤﺖ ﺗﺄﺛﯿﺮ ﻗﺮار ﮔﺮﻓﺘﻪ و ﻣﺎﻧﻊ از ﺑﺮﻗﺮاري ارﺗﺒﺎط ﻣﻨﺎﺳﺐ ﺑﺎ ﻣﺨﺎﻃﺐ ﮔﺮدد ﮐﻪ ﻋﺒﺎرﺗﻨﺪاز: اﺳـﺘﻔﺎده از ﻗﻠﻢ ﻫﺎي ﻻﺗﯿﻦ و ﻓﻘﺪان وﺟﻮد ﻧﻮﺷﺘﺎر ﻓﺎرﺳﯽ، ﻋﺪم ﻫﻤﺎﻫﻨﮕﯽ ﻣﺎﺑﯿﻦ ﻗﻠﻢ ﻫﺎي ﺑﻪ ﮐﺎررﻓﺘﻪ و اﺳﺘﻌﻤﺎل ﻗﻠﻢ ﻫﺎي ﻗﺪﯾﻤﯽ.

Typography as one of the main cores of visual communication, in addition to explaining important aspects of the product and brand, has an impact on consumer motivation to buy the product. The aim of the study is evaluating the communicative features of type according to the basics of the visual arts and characteristics of its linguistics features in the selected Packages of the Annual and Biennial Iranian Packaging Designers and finding weaknesses and strengths of writings in the mentioned ones in relevance to the buyers is one of the other purposes of this project. Analyzing the visual identity and also recognizing implicit meaning of writings in these artworks is another objective of the study. The main question is how designing writing in packaging of Iranian foodstuff chosen by Selected Packages of the Annual and Biennial of Iranian Packaging Designers can be analyzed in terms of the expressive and impressive functions, and what is the role of signs in conveying the communicative, implicit and explicit meaning of writing on these packages. The methodology of the study is the mixture of library researching based on note-taking, visual-describing and field-observing through open-end survey and interviewing with the audience. Persian audiences for taking part in the survey are chosen randomly. The results indicate that in successful samples Proportion of writing with language and handwriting of the audience, coordinating the fonts which are used, matching the fonts with the title, using modern fonts, optimal use of color, optimal layout have positive feedback on packages. However, there are challenges that influence the expressive and impressive functions and become an obstacle in communication with the buyer. The challenges are listed as follows: The use of Latin styles and a lack of Farsi writing in the design; lack of harmony in the styles; using old-fashion styles.