文创产品中视觉语言思维诉求--以安徽博物院潘玉良画作为例

Visual Language Thinking Appeals in Cultural and Creative Products-An Example of Pan Yuliang's Painting in Anhui Museum

当前国内文化产业的发展,促使消费市场开始了新的创新变革,设计师在文创产品的设计中开始强调情感共鸣和文化内涵,强调视觉叙事的产品更能让消费者体验到产品背后无形的文化符号。安徽博物院馆藏资源丰富,院藏潘玉良画作多件,是她一生坚持“融中西于一治”的绘画思想的体现,是中国水墨画与西方油画技法相结合的创新成果。其佳作与当代文创产品的融合创新,在安徽博物院文创设计中打造了一道亮丽的景色,产品展现了潘玉良画作中勇敢地用艺术表达自我的思想内涵,向受众传递了中国传统文化的古典风韵。研究从潘玉良画作中的视觉语言以及文化底蕴出发进行艺术分析,阐述了“画魂玉良”系列文创产品的设计特点,验证了文创产品中视觉语言的诉求,分析视觉语言形式在文创产品中的优势与特征,为博物馆文创产品在今后的长久发展中提供了明确的方向。

The current development of domestic cultural industry has prompted the consumer market to start new innovative changes,and designers have begun to emphasize emotional resonance and cultural connotation in the design of cultural and creative products,and products that emphasize visual narrative can better enable consumers to experience the intangible cultural symbols behind the products.The rich collection of the Anhui Museum,with many paintings by Pan Yuliang in its collection,is a reflection of her lifelong insistence on the idea of"integrating East and West in one treatment",and is an innovative result of combining Chinese ink painting and Western oil painting techniques.The fusion of her masterpieces and contemporary creative products has created a beautiful scenery in the creative design of Anhui Museum.The products show the connotation of Pan Yuliang's brave self-expression through art in her paintings and convey the classical charm of Chinese traditional culture to the audience.The study analyzes the visual language and cultural heritage of Pan Yuliang's paintings,illustrates the design characteristics of the"Yuliang the Painting Spirit"series of creative products,verifies the appeal of visual language in creative products,analyzes the advantages and characteristics of visual language in creative products,and provides a clear direction for the long-term development of museum creative products in the future.It provides a clear direction for the long-term development of museum cultural and creative products in the future.