基于具身认知的我国传统节日IP设计研究

IP Design of Chinese Traditional Festivals Based on Embodied Cognition

目的 以我国传统节日文化内容为核心,提取、构建传统节日IP设计因子,并转化为形象设计应用的新路径,以探索传统节日文化创新发展新思路,从而助力中国传统节日文化创新发展。方法 分析用户在节日活动时的具身认知发展特征,构建具身认知与我国传统节日IP设计关联的感知层、行为层和情境层,转化为节日文化设计因子。以春节为例,利用春节的文化内容为设计来源,将具身认知理论应用到春节IP设计及IP文创设计中。结果 围绕传统节日文化具身认知设计方法研究,开展我国传统节日IP形象设计与IP文创设计实践。结论 基于具身认知视角下我国传统节日IP的设计研究,是建立在我国人民对传统节日文化独有的情感认知下进行的,有助于探索传统节日文化的创新发展新路径,实现传统节日文化的传承与创新。

The work aims to extract and construct traditional festival IP design factors with the content of traditional Chinese festival culture as the core, transform them into new paths for image design application, explore new ideas for innovative development of traditional festival culture, and assist in the innovative development of Chinese traditional fes- tival culture. The developmental characteristics of users' embodied cognition during holiday activities were analyzed. A perception layer, a behavior layer, and a situational layer related to the traditional holiday IP design in China were con- structed and transformed into holiday cultural design factors. Taking the Spring Festival as an example and based on its relevant aspects, the theory of embodied cognition was applied to the Spring Festival IP design and IP cultural and crea- tive design. Embodied cognitive design methods for traditional festival culture were researched, and IP image design and IP cultural and creative design practices for traditional festivals in China were carried out. The design and research of tra- ditional festival IP in China from the perspective of embodied cognition is based on the unique emotional cognition of Chinese people towards traditional festival culture, which helps to explore new paths for innovative development of tradi- tional festival culture and achieve the inheritance and innovation of traditional festival culture.