“徽州”文创产品设计的鲜活性对策研究

The Countermeasures of Fresh Activity of "Huizhou" Cultural and Creative Product Design

目的对文创产品设计的鲜活性进行分析,总结其对策方案。方法以“徽州”为题材,从环境、产品、人三者的循环关系入手,探究地域文化下的文创产品应该怎样提取元素,传递信息。当前市场上,文创产品同质化的现象突出,地域文创产品的鲜活性是文创作品的灵魂,同时也是打造地方品牌市场的重要先锋角色。从设计元素的“生命力”角度来进行文创的创意创新,突破设计创作的瓶颈,并保持其新颖性、独特性、艺术性、文化性、时代性等,这对文创产品的价值、其可持续性的发展、传承与推广文化的内涵都起到重要的作用。结论通过开发“徽州”独具特色的文创产品,总结文创产品设计的鲜活性对策理论,并进行实践论证。这不仅为当今文创产品设计提供有参考价值的资料,而且具有一定的现实意义。

The work aims to analyze the fresh activity of cultural and creative product design and summarize the countermeasures. Taking "Huizhou" as the theme, starting from the circulation relationship among environment, products and people, how cultural and creative products under regional culture should extract elements and transmit information was explored. The phenomenon of homogenization of cultural and creative products in the current market had been highlighted. The fresh activity of regional cultural and creative products was the soul of cultural and creative works, and it was also an important vanguard role in creating local branded markets. From the point of view of “vitality” of design elements, creative innovation of cultural creativity was carried out, breaking the bottleneck of design creation, and maintaining its novelty, uniqueness, artistry, culture and contemporaneity, and it played an important role in the value of cultural and creative products as well as its sustainable development, and heritage and promotion of cultural connotations. Through the development of "Huizhou" unique cultural and creative products, the theory of fresh activity of cultural and creative product design is summarized and the practical demonstration is carried out, which not only provides data with reference value for the design of today's cultural and creative products, but also has a certain practical significance.