文化自信视域下文创产品的设计趋势——以北京冬奥会文创产品为例

The Design Trends of Creative Products from the Perspective of Cultural Confidence——Taking the Cultural and Creative Products of the Beijing Winter Olympic Games as an Example

文化自信蕴含了中华文化的多种表现形式,包含了中国人集体无意识的情感连接、精神认同与价值观念。本文以冬奥会文化创意产品为例,分析其设计元素提炼与审美法则:立体化形态的比拟与呈现、平面化语言的捕捉和阐述、功能化价值的承载和契合、内涵化意境的体验和感悟,展现中国传统文化的感性、物感、理性、共情之美,总结出文化自信视域下的文创产品设计的发展趋势。致力于增强产品用户的文化属性体验,推动中华优秀传统文化的传播,从而全面提升文化自信与文化认同。

Cultural self-confidence contains various manifestations of Chinese culture,including the emotional connection,spiritual identity and values of Chinese collective unconscious.Taking the cultural and creative products of the Winter Olympics as an example,this paper analyzes the refining and aesthetic principles of its design elements:the comparison and presentation of three-dimensional forms,the capture and elaboration of flat language,the bearing and fitting of functional values,and the experience and feeling of connotative artistic conception,showing the beauty of Chinese traditional culture in terms of sensibility,physical feeling,rationality and empathy,and summarizing the development trend of cultural and creative product design from the perspective of cultural self-confidence.Committed to enhancing the cultural attribute experience of product users and promoting the spread of Chinese excellent traditional culture,so as to comprehensively enhance cultural selfconfidence and cultural identity.