以移情视角探讨节日文化产品的设计

Festival Cultural Product Design from a Transference Perspective

通过对传统节日文化进行研究,来探讨节日文化产品的设计方法和策略。研究显示,不少与节日相关的物品,其实是被商家和大众传播夸大了购置的必需性。同时,为满足消费者"虚假"的需求,用户的真实需求和愿景却往往被商家直接忽略,并让消费者误以为这就是节日的形态。设计工作者在节日文化产品开发早期,以移情视角介入,有助于设计工作者更好地理解用户的真实诉求。以中秋节为例进行用户调研和需求分析后,发现用户对情感与归属需求以及尊重需求更为看重,由此来观察和发掘需要解决的产品与服务问题,并根据分析结果提出相应的设计解决方案。结论是在节日文化产品设计初期,设计工作者需要进行一定程度的"角色沉浸",以使用者为中心,并基于实验数据发挥想象重新构建场景,为用户提供更好的设计解决方案。

This paper explores the design method and strategy of festival cultural product with traditional festival culture as its research object.The result demonstrates that businesses and mass media deliberately boast the necessary of purchasing festival-related terms and ignore users＇ real wish while meeting their false needs.As a result, users misunderstand that it is a state of festival. Therefore,designers should better understand users＇ real needs by adopting a transference approach at the early stage of design process.We made a research of users＇ needs on the Mid-Autumn Festival and found that they paid special attention to emotion,belongings and demand.So,we studied and solved the product and service problems and made design strategy according to the findings. The paper illustrates that it is thus necessary for designers to immerse themselves into the role of users and center on their experience. It also advocates a full consideration of reconstructing context based on experiment data to provide better products for users.