嘉兴吴越文化图形在文化创意产品设计中的应用研究

RESEARCH ON APPLICATIONS OF JIAXING WUYUE CULTURE GRAPHICS IN DESIGN OF CULTURAL ORIGINALITY PRODUCTS

文章首先分析了目前嘉兴地区文化创意产品设计中存在的同质化严重、设计过于复杂、设计不符合消费者审美及需求、缺乏趣味性等问题。然后总结了嘉兴地区文化创意产品中图形设计应注意包含趣味性和文化优越感,以及保证原真性和时代感等关键问题。最后提出了嘉兴地区吴越文化图形的发展路径,即打造文化IP、优化开发模式、保有文化精髓的现代设计。以期为嘉兴地区文化创意产品设计提供新的思路。

This paper analyzes the problems in the design of cultural and creative products in Jiaxing,such as too high homogenization,too complex design,beyond the acceptance of consumers and lack of interest.It is concluded that the graphic design of cultural and creative products in Jiaxing should pay attention to the key problems such as interest and cultural superiority,ensuring authenticity and sense of the times.It also puts forward that the development path of Wu Yue cultural graphics in Jiaxing should include:creating cultural IP,optimizing the development mode of cultural and creative products,highlighting the essence of Wu Yue cultural graphics and the expression of modernity.In order to provide new ideas for cultural creative product design.