节事体验视域下国庆70周年彩车创意设计探析

Research on the Creative Design of the National Day Floats in Parade of the 70th Anniversaries Celebration from the Perspective of Festival Experience

彩车是庆典节事活动中的重要体验内容与吸引物,国庆彩车是富有中国特色的专项设计,是充分展示和宣传中国社会主义建设发展成果的特殊庆典载体。以2019年10月1日举行的国庆70周年庆祝大会群众游行活动中各省市国庆彩车为研究对象,通过梳理电视直播版镜头呈现效果,对比国庆彩车游行的直播解说、新闻报道中披露的相关彩车创意的设计稿,以及对应分析用户体验要素模型的方式,从用户体验要素模型的角度剖析了彩车与节事设计的关系。提出彩车创意需要结合节事设计的三方面体验关系:视觉体验、节事逻辑和文化内涵。并对国庆70周年彩车的创意设计进行了反思,彩车创意过程中不能忽视节事设计逻辑诉求与多维度受众体验,从而达成印象深刻的文化体验。

The float is an important experience content and attraction in the celebration or festival activities.The National Day float is a special design with Chinese characteristics,and it is a special carrier to fully display and publicize the achievements of China s socialist construction and development.Taking the National Day floats of various provinces and cities in parade of the 70th Anniversaries celebration held on October 1,2019 as the research object,through combing the presentation effects of live TV pictures,comparing the live commentary and news reports on the design idea of National Day floats,and analyzing element model of user experience,the relationship between the float and the festival design was analyzed from the perspective of the user experience model.It was proposed that float creativity needs to combine with the three aspects of the festival design,such as visual experience,events logic and cultural connotation.By reflecting on the creative design of the National Day floats for the 70th anniversary of the National Day,it was proposed that the logic requirements of festival design and the nature of multi-dimensional audience experience should not be ignored in the creative process of floats,so as to achieve an impressive cultural experience.