基于文化意象认知的奥运会奖牌设计

目的 分析奥运会奖牌风格的演化趋势，研究文化符号的表达方式和符号类型对文化意象认知的影响，总结优秀的奖牌设计中文化符号的运用规律。方法 收集历届奥运会奖牌图片，分解其所运用的文化符号，获得客观的历届奖牌与文化符号之关系。在此基础上进行意象认知实验，邀请受众对奥运奖牌的体育、举办国、希腊3种文化意象进行评分，获得主观的历届奖牌与文化意象的关系。最终邀请专家并采用焦点小组法对每一届奥运会奖牌进行评价，分析奖牌风格的演化趋势，并得出文化符号的运用规律。结论 奖牌设计的风格趋势从具象到抽象，从繁复到简洁，从严肃到自由，从相似到个性；同一文化符号采用不同风格的表达方式会产生不同的文化意象；不同类型的文化符号的认知程度有所不同，建筑、传统工艺类文化符号的认知程度高于植物、地理风貌类的文化符号。

Design of Olympic Medals Based on Cultural Image Cognition

The work aims to analyze the evolution trend of Olympic medal styles, study the influence of the cultural symbols'' expressions and types on the cultural image cognition, and summarize the application rule of cultural symbols in excellent medal designs. The pictures of successive Olympic medals were collected to deconstruct the cultural symbols applied in the design to obtain the objective relationship between the successive medals and the cultural symbols. On this basis, an image cognitive experiment was carried out to invite various people to score three cultural image items of Olympic medals including sports, host country and Greek to get the subjective relationship between the successive medals and the cultural symbols. Finally, the focus group method was adopted to invite experts to evaluate the medals of each Olympic Games, analyze the evolution trend of medal styles and then conclude the application rule of the cultural symbols. The style trend of medal design is from representational to abstract, from complex to concise, from serious to free, and from similar to unique. The same cultural symbols with different ex-pressions will produce different cultural images. Different types of cultural symbols have different cognition degrees, and architecture and traditional crafts as cultural symbols are easier to be recognized than plants and geography as cultural symbols.