基于情感化设计的高校文创品牌创新实践研究

Research on Innovative Practice of College Cultural and Creative Brand based on Emotional Design

在体验经济背景下,为更好地打造兼具文化价值和功能体验的校园文创产业,文章通过分析当下国内校园文创所面临的同质化问题,对消费群体对于文创产品的情感需求展开探讨,并将情感化设计理论代入校园文创产业进行深入剖析,提出基于本能层、行为层和反思层设计的文创品牌构建框架,以合肥工业大学文创品牌设计实践为例,为国内高校的文创产业和文创品牌发展提供新思路。

Under the background of experience economy, in order to create a campus cultural and creative industry with both cultural value and functional experience, through the discussion of emotional needs of consumer groups for cultural and creative products by analyzing the homogenization problems faced by domestic campus cultural and creative products. This paper introduces the theory of emotional design into the campus cultural and creative industry and makes an in-depth analysis, and proposes the cultural and creative brand construction framework based on the design of visceral layer, behavioral layer and reflective layer. Taking the cultural and creative brand design practice of Hefei University of Technology as an example, so as to provide a useful idea for the development of cultural and creative industry and cultural and creative brand in domestic universities.