文创产品IP设计方法应用研究

Research on the Application of IP Design Method of Cultural and Creative Products

文化认同是文创产品设计的核心要素,因此要立足于IP视角,使设计具备传播文化和满足消费者情感的双重属性,从而达到文化产业创造商业价值的目的,为文创产品IP理论构建和设计方法提供参考。通过对文创产品IP成功案例进行分析整理,归纳出IP在文创产品的设计方法和设计思路,叙述了4种文创产品IP的传播机制。通过对桂林地域进行实际IP设计的"伶精小象"形象分析,验证了文中理论的准确性与可行性。当文创产品设计融入地域文化人文情怀等情感化元素,便会引起消费者的共鸣,提升产品了文化价值与市场定位,因此文创产品IP的深层次多元化的开发是必不可少的过程。

Cultural identity is the core element of cultural and creative product design.Therefore,base on the perspective of IP,we should make the design have the dual attributes of spreading culture and satisfying the emotion of consumers,so as to create commercial value for the cultural industry,and provide reference for the construction of IP theory and design methods of cultural and creative products.By analyzing and sorting out the successful cases of cultural and creative product IP,this paper sums up the design methods and ideas of IP in cultural and creative products,and describes the communication mechanism of four cultural and creative product IP.The accuracy and feasibility of the theory in this paper are verified by the image of"Ling Jing Elephant"in the actual IP Design of Guilin region.When the cultural and creative product design integrates emotional elements such as regional cultural and humanistic feelings,it will arouse the resonance of consumers,improve the cultural value of products and market positioning,so the deep and diversified development of cultural and creative product IP is an essential process.