基于民俗文化的文创产品设计探究——以“十里红妆”为例

Research on the Design of Cultural and Creative Products based on Folk Culture, Taking "The Red Dowry " as an Example

民俗文创产品设计要建立该民俗文化的品牌,通过品牌化策略确定用户人群、产品定位、产品营销,其目的是能够引起消费者的共鸣,产生认同该品牌的情感。通过设计使消费者感受到民俗的存在,通过产品产生文化认同感,使民俗文化创意产品与消费者的生活链接在一起。

The design of folk-custom cultural and creative products should establish the brand of this folk culture,and determine the user group,product positioning and product marketing through branding strategy.The purpose is to arouse the resonance of consumers and generate the emotion of identifying with this brand.Through design,consumers can feel the existence of folk customs,generate cultural identity through products,and link folk cultural creative products with consumers’life.