故宫文创与商业融合下的设计

The Cultural and Creative Design of the Forbidden City under Commercial Integration

本文针对北京故宫深厚的历史文化内涵,从故宫文创现存的发展与挑战出发。通过对故宫文创进行由表及里的设计价值分析,探讨故宫文创如何在与商业融合的态势下得以更好地发展,并进一步传达其文化价值和文化审美,从而形成自己的文创品牌产业链,最后提出故宫文创产品设计的系统性研究方法。故宫文创要想获得经济和文化可持续发展,需要将其逐步形成的品牌意识和价值观深入消费者的内心。另外,故宫文创产品应注重在反思水平上的设计,在其与用户之间建立起良好的情感纽带,避免追求商业化使其文化属性消退。

Aiming at the profound historical and cultural connotation of the Forbidden City in Beijing, this paper starts from the existing development and challenges of cultural creation there. Through the value analysis of the cultural and creative design of the Forbidden City from the surface to the centre, this paper discusses how the cultural and creative design of the Forbidden City can further convey cultural value and cultural aesthetics in the current situation to promote better development, so as to form its own cultural and creative brand industrial chain. Finally, the systematic research method of cultural and creative product design of the Forbidden City is proposed. In order to achieve sustainable economic and cultural development, the cultural and creative design of the Forbidden City needs to deepen its gradually formed brand awareness and values into the hearts of consumers. In addition, the design of cultural and creative products should focus on the level of reflection, to establish a good emotional bond with users, and avoid the pursuit of commercialization that will diminish its cultural attributes.