地域文化元素在旅游形象服饰中的设计应用

Design and Application of Regional Cultural Elements in Tourism Image Clothing

在旅游文创服饰设计中,传统地域文化的融入是常见的设计手段,优秀的旅游形象文创服饰能起到地区风光、人文、情感的多方联动作用,从而加深游客对地区的记忆影像,树立地域品牌形象。文章从旅游形象文创服饰的内涵需求、功能需求、情感需求3方面分析旅游形象文创服饰的设计方向,从文化素材的收集与整理、文化符号的提炼与优化、文化理念的再生与传播3个方面归纳旅游形象文创服饰的设计流程。最后,以江苏无锡鼋头渚与惠山古镇两个景区的导游与售检票人员的服饰设计实践为例,展示传统地域文化元素在旅游形象文创服饰设计中的创意表达。

In the design of tourism cultural and creative clothing,the integration of traditional regional culture is a common design means.Excellent tourism image cultural and creative clothing can play a role in the linkage of regional scenery,humanity and emotion,so as to deepen the memory of tourists to the region and establish the regional brand image.The paper analyzes the design direction of tourism image cultural and creative clothing from three aspects of connotation demand,functional demand and emotional demand of tourism image cultural and creative clothing,and summarizes the design process of tourism image cultural and creative clothing from three aspects of collection and arrangement of cultural materials,extraction and optimization of cultural symbols,and regeneration and dissemination of cultural concepts.Finally,taking the costume design practice of tour guides and ticket inspectors in Wuxi Yuantouzhu and Huishan ancient town as example,showing the creative design expression of traditional regional culture in the tourism image,cultural and creative clothing.