文创设计中的“文”与“创”关系--以三星堆“青铜面具”冰淇淋文创设计为例

The Relationship between"Culture"and"Creativity"in Cultural and Creative Design,A Case Study of Sanxingdui Bronze Mask Ice Cream Cultural and Creative Design

文创产品往往具有高附加值、高精神性等特征,但如今的文创往往存在千篇一律、缺乏创意、文化内涵贫瘠等问题。文章先对“文”的概念、特征与层次结构进行分析,随后对“创”的概念、形成与特点进行解释,然后说明在文创设计中“文”与“创”的深层联系,最后以三星堆“青铜面具”冰淇淋为案例对其文创设计进行深入剖析并结合三星堆景区文化旅游提出相关建议。

Cultural and creative products are often characterized by high added value and high spirituality,but nowadays cultural and creative products often have problems such as cookie-cutter,lack of creativity and poor cultural connotation.This article first analyze the concept,characteristics and the hierarchy of"Culture",then explain the concept,the formation and characteristics of"Creativity".And then illustrate in the article"Culture"and"Creativity"in the design of a deep connection.Finally,based on the case of Sanxingdui"Bronze Mask"ice cream,this paper makes an in-depth analysis of its cultural and creative design and puts forward relevant suggestions based on theculturaltourismof Sanxingdui Scenicarea.