基于莫里斯符号学的非遗类文创产品设计——以南通蓝印花布为例

THE DESIGN OF CULTURAL CREATIVE PRODUCTS OF INTANGIBLE CULTURAL HERITAGE BASED ON THE SEMIOTICS OF CHARLES MORRIS:TAKE NANTONG BLUE CALICO AS AN EXAMPLE

探究非遗类文创产品设计创新方法,以南通蓝印花布为实例展开设计实践。从文创产品设计与非物质文化遗产两个层面入手,将查尔斯·莫里斯符号学观点作为理论框架引入文创产品设计。通过分析文化符号的语义、语形、语用维度,将设计流程归纳为认知、设计、传播三个阶段。系统性梳理文创产品设计流程,有助于依照次序解读非遗文化元素,明晰设计要点,形成“符号释义、形态呈现、应用推广”的解读过程,助力产品设计提升文化价值;打造出具有文化艺术性、地域民族性、经济实用性、时代纪念性的文创产品,以此促进中国优秀传统文化的发展与繁荣。

To explore the innovation method of cultural and creative product design of intangible cultural heritage,and to develop design practice with Nantong blue print fabric as an example.Starting from two dimensions of cultural and creative product design and the culture of intangible cultural heritage,Charles Morris’ semiotic viewpoint is introduced into cultural and creative product design as a theoretical framework. By analyzing the semantic,morphological and pragmatic dimensions of cultural symbols,the design process is categorized into three stages:cognition,design and communication.Systematically combing the design process of cultural and creative products helps to interpret the cultural elements of intangible cultural heritage in accordance with the order,clarify the design points,form the interpretation process of symbol interpretation,form presentation,and application promotion,and help product design to enhance cultural value. In order to promote the development and prosperity of China ’ s excellent traditional culture,we should create cultural and creative products with cultural artistry,regional nationality,economic practicability and era memorial.