【Abstract】：In today's society， with the fast development of information science and technology， products tend tohomogeneity increasingly， people are no longer simply satisfied with the function and the practical valueof material consumption， the psychological culture， symbol consumption and so on spirit pursue also moreand more high， the product toward the direction of diversification and individuation， differentiation， human nature.Plethora of new material， new technology， give the designer a lot of inspiration and creative space， pursue the combination of form， color， material， make the product more expression and meaning， to meet the multi-level needs of people， information society reflects a kind of person， machine and environment in harmony.

【Key words】： product semantic product design product design art culture

Product semantics is proposed significantly influenced the modern product design and the development of the design teaching， played an important role to improve the design quality.In today， the product is the social background of significant change， must be adapted to the product itself， the design should also be changed accordingly， product design must re-examine its development direction， semantics should also give more effective response， in improving the efficiency of people one communication， to provide better service play a better role.

In consumer oriented market economy condition， enterprises pay more and more attention to improve the added value of products to win the market. Through the study of product semantics is applied， not only can set up the product's personality， more can be used as a design strategy， for the establishment of the

enterprise product image promotion effect.As more and more enterprises began to market competition by

design strategy of material， shape and color of these constitute the important factors of product research by attaching importance to and given update understanding.

It breaks through the traditional design theory of the human factors are classified as simple man-machine engineering practice， broadening the scope of ergonomics broke through the traditional ergonomics only to the physical and physiological function of humans， the design of deep into the person's psychology， mental factors.Along with the social development and progress， material abundance， consumption level， further refinement， people constantly improve the demand for the mental function of products， product modeling， except to express its functional purpose but also by its semantic features to convey products cultural connotation， reflect specific times feeling and value orientation of the society.

Product semantics as an emerging discipline， there are many drawbacks， this study will be beneficial to solve some contradictions in the design.We are in an era of diversification， emphasize the character of the era， how to effective organization design product symbol system to solve these contradictions， make products to better serve humanity， is a major subject for product designers.

After world war I， the lack of minnith， modernism advocates functional conform to historical conditions， meet and promote the development of the industrialization process， the product function of \"physics\" is the focus of the design considerations，ergonomics is the theory of the industrial design protection， in a year， functional design is an important stage in the history of human design.With the development of economy， the increase of social wealth， people there has been a fundamental change to the requirement of product， at the same time of 60 s development caused the crisis of the earth's environment， ecological design was put forward and in all aspects of design practice.During this period， people begin to pay attention to the environmental function， pay attention to the industry's impact on the environment.

In the process of the development of modernism design， several emerging discipline has made unprecedented attention and development， such as man-machine engineering， mechanics of materials， design and ecology， environmental psychology， marketing， marketing and so on.Industrial design in the aspect of function， the structure of a series of laws， rules， and knowledge， has been basically familiar for people， thereasonable requirements of rational almost had been designers discover and use，F(xiàn)orcing people to look for a new language on the design and method of product design， application， market research， planning， gradually perfect，

From international architectural style of postmodernism， it advocates the complexity of the architectural design， symbolism， metaphor and context， had a great effect on product design domain， become an important source of product semantics today development. Environmental products shape， size， color， material， etc.， how to in harmony with the surrounding natural environment and social environment. Use of ritual form product modelling suggests that the meaning of the daily life or symbolic role.Compact model has its own role in the simple life， but also need some ritual occasion to product the visual image of different style or use process performance， thus achieve product in situation experience， and the user interaction.Product image visual semantic symbol resolution of external visual refers to the appearance of product. The appearance of products is not only the externalstructure， considering，Is the convey of inner function at the same time， from the product itself， is embodied in the external visual image semantics mainly includes three aspects： the factor model of semantics， color semantics， material semantics， etc.

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