吉祥物的延展设计与应用

The Extended Design and Application of Mascots

文章探究吉祥物设计全生命周期的每一个阶段如何创造更多价值。使各种背景下产生的吉祥物适应新媒体时代的传播规律,在保证其延展设计的高质量的同时,发挥出更大的影响力。通过研究、阐释、对比等方法,分析吉祥物及其延展设计作为一种文化元素的符号特质与价值,以及在打造吉祥物周边产品的过程中应着重的发力点、突破点。在吉祥物及其延展设计的过程中,文创产品的开发不是第一环,也不是最后一环。传统宣传媒介加上文创产品开发、移动终端新媒体传播、事件营销与IP打造等新形式,对吉祥物形象设计及打造提出了新的要求、新的挑战。要求吉祥物设计背后不应只有设计师的影子,而是整个全生命周期的策划团队共同发力,形成合力。延长整个吉祥物设计的影响力与传播周期。

This paper is aimed at probing into how to create more value at each stage of the full life cycle of the mascot design so as to make the mascot produced under various backgrounds adapt to the laws of communication in the new media era,and ensure that its extended design has higher quality while creating a higher impact.Methods:Through research,interpretation,comparison and other research methods,this paper analyzes the symbolic characteristics and value of the mascot and its extended design as a cultural element,as well as the key points and breakthrough points in the process of creating the peripheral products of the mascot.Conclusions:This paper has come to the conclusions that the development of cultural and creative products is neither the first nor the last phase in the process of the extended design of mascots.Traditional media,along with cultural and creative product development,new media communication on mobile terminals,event marketing and IP creation and other new situations,put forward new requirements and new challenges to the design and creation of the mascot images.It requires that a certain designer should not be the only figure behind the mascot design,but the whole planning team should work together and form a joint force in the full life cycle.It also requires that the impact and dissemination of the mascot design should be extended in the full life cycle.