“两路”精神传承视角下的国道G318文创产品设计研究

Cultural and Creative Product Design of National Highway G318 from the Perspective of"Two Roads"Spirit Inheritance

目的 以国道G318“两路”精神文创产品设计研究为契机,提升“两路”精神的群体认同和代际传承,突破目前“两路”精神相关文创产品理论研究和设计实践比较匮乏的现状,提高“两路”精神文创产品的设计水平和设计能力,并为当下其他红色文创设计提供思路和指导。方法 明确国道G318“两路”精神文创产品设计的重要意义,剖析目前“两路”精神文创产品设计存在的困境和不足,梳理国道G318相关的“两路”精神资源,最终在“两路”精神传承的视角下,紧扣“继承-融入-传播-生长”的内在逻辑,立足文创产品与文化传递、设计创新、品牌与业态融合等关系的思考,提出国道G318“两路”精神文创产品设计的系列策略。结论 要实现“两路”精神的传承,既需要在文化元素、设计技法、设计思维等方面实现文创产品对“两路”精神的准确表达,也需要基于国道G318的资源禀赋、历史文脉、红色旅游开发、交旅融合等因素拓宽文创产品设计的思路和视野。

Based on the research on the design of cultural and creative products under the"Two Roads"Spirit of Na-tional Highway G318,the work aims to enhance the group recognition and intergenerational inheritance of"Two Roads"Spirit,break through the current situation of the lack of theoretical research and design practice of cultural and creative products related to"Two Roads"Spirit,improve the design level and design ability of cultural and creative products under"Two Roads"Spirit,and provide ideas and guidance for the design of other current red cultural and creative products.The significance of the cultural and creative product design under the"Two Roads"Spirit of National Highway G318 was cla-rified,the difficulties and shortcomings of the cultural and creative product design under the"Two Roads"Spirit were analyzed and the"Two Roads"Spirit resources of National Highway G318 were sorted out.Finally,from the perspective of the"Two Roads"Spirit inheritance,in close accordance with the internal logic of"inheritance-integration-propagation-growth"and based on the thinking of relationship among cultural and creative products and cultural transmission,design innovation,brand and integration of business types,a series of strategies for the design of cultural and creative products under the"Two Roads"Spirit of National Highway G318 were proposed.To realize the inheritance of the"Two Roads"Spirit,it is necessary to realize the accurate expression of"Two Roads"Spirit by cultural and creative products in terms of cultural elements,design techniques and design thinking and also to broaden the thinking and vision of cultural and crea-tive product design based on the resource endowment,historical context,red tourism development,transportation and tourism integration and other factors of National Highway G318.