国潮品牌设计中的民间造物色彩循迹

The color tracking of the folk creation in the design

当下国潮热的兴起,引发一系列以“国潮”为策略的品牌营销。我国的民间造物色彩具有纷繁的美学特征和历史积淀,随着时代的发展,在国潮品牌设计中表现为将传统的色彩文化印象和象征寓意进行当代演绎,以此触发共同的文化记忆。本文旨在研究国潮视域下的民间造物色彩应用,通过案例分析进行色彩循迹并归纳特征和内涵,发现其在中国语境中的当代性释读,探索民间造物色彩在国潮品牌设计中的发展前景和设计思维创新。

The current rise of the national trend has led to a series of brand marketing with"national trend"as the strategy.With the development of the times,the color of China's folk artifacts has a variety of aesthetic characteristics and historical accumulation,which is manifested in the contemporary interpretation of traditional color cultural impressions and symbolic meanings in the design of national trend,thus triggering a common cultural memory.The purpose of this paper is to study the color application of folk artifacts in the context of Guochao,to trace and summarize the characteristics and connotations of color through case studies,to discover its contemporary interpretation in the Chinese context,and to explore the prospect of development and innovation of design thinking of folk artifact colors in Guochao brand design.