以华中科技大学为例的文创产品设计研究

Design of Cultural and Creative Products with Huazhong University of Science and Technology as an Example

目的积极开发校园文化资源,刻画出具有典型性特征的校园形象,打造校园IP,提升高校文化知名度和影响力。方法通过文献阅读与实地调研对比了国内外各大高校文创产品设计开发特色,汲取文创产品设计开发经验,提出校园文创产品设计要素模型。基于问卷调查与实地访谈法,了解用户对现有文创产品的态度与建议,运用移情法将用户对文创产品的描述转化为明确的设计要求。广泛搜集具有高度认同感并且容易触发用户情感共鸣的文化元素,根据文化资源的特色提炼出有效的文创产品设计方法,整理出华中科技大学文创产品的设计方向。结论综合用户研究、文创产品设计要素模型与方法,设计出了能与用户产生深层次情感共鸣并且传递高校文化价值与影响力的文创产品。

The work aims to actively develop campus cultural resources,portray the typical campus image,build the campus IP,and enhance the cultural popularity and influence of colleges and universities.Through literature reading and field research,the design and development characteristics of cultural and creative products in colleges and universities at home and abroad were compared to draw on the experience of cultural and creative product design and development,and put forward the design element model of campus cultural and creative products.Based on the questionnaire survey and field interview,an understanding of the user’s attitude towards and suggestions on the existing cultural and creative products was made,and the empathy method was used to transform the user's description of cultural and creative products into clear design requirements.Cultural elements with high identity and easy to trigger emotional resonance of users were extensively collected.Effective design methods of cultural and creative products were extracted according to the characteristics of cultural resources to sort out the design direction of cultural and creative products of Huazhong University of Science and Technology.Based on the user research andthe design element model and design method of cultural and creative products,a cultural and creative product which can produce deep emotional resonance with users and transmit the cultural value and influence of colleges and universities is designed.