以“00后”消费群体为导向的南京绒花文创设计思路

The Design Idea of Nanjing Velvet Flower with the Post-00s Consumer Group as the Goal

通过对“00后”的深度调研,提出针对该群体的南京绒花文创设计方案。研究认为,“00后”群体的消费导向以氛围体验消费和兴趣消费为主,绒花文创产品故事性的提升利于该群体加深对地域文化情感共鸣。遂利用盲盒形式,借助其所能带来的情绪经济价值,在外观上则采用南京绒花传统造物工艺,在现代文化与传统非遗技艺的交融中探索符合年轻市场的文创产品。

The purpose of this paper is to put forward the design scheme of Nanjing velvet culture and creation for this group through the in-depth investigation of the post-00s.According to the research,the consumption orientation of the post-00s group is based on atmosphere experience consumption and interest consumption,and the improvement of the story of the cultural and creative products is conducive to the group deepening the emotional resonance of regional culture.Therefore,in the form of blind box,with the help of the emotional economic value it can bring,the traditional creation process of Nanjing velvet flower is adopted in appearance,to explore cultural and creative products in line with the young market in the integration of modern culture and traditional intangible cultural heritage skills.