图像文化视角下南梁红色文创产品设计之“转向”研究

"Turn"of Nanliang Red Cultural and Creative Product Design from the Perspective of Image Culture

目的为南梁红色文创产品设计提供一种“图像文化”的研究视角,以及“转向”的研究思路,丰富南梁红色文化的理论内涵与实践意义,拓宽艺术设计的研究领域,进而在艺术设计实践中设计一些兼具文化内涵、审美与艺术价值的文创产品。方法运用事实与事理、理论与实践相结合的方法,以艺术设计创新的实践经验为依据,通过对南梁红色文化资源及其文创产品设计现状的分析,结合实例,探讨图像文化视角下南梁红色文创产品设计“转向”的相关问题。结果提出南梁红色文创产品设计的视觉形象之具象与抽象的提炼、视觉心理学的应用、审美性与实用性的契合、红色精神向应用场景拓展等四个“转向”策略。结论有利于南梁精神的图像呈现,能够促进红色文创产品的精准定位与多元发展,有利于中华民族造物设计地位的提升。

The work aims to provide a research perspective of"image culture"for Nanliang red cultural and creative product design,namely the research idea of"turn",to enrich the theoretical connotation and practical significance of Nanliang red cultural and creative products,broaden the research field of artistic design,thus designing some cultural and creative products with cultural connotation,aesthetic value and artistic value in the practice of artistic design.Based on the practical experience of artistic design innovation,the method of combining facts and reasons,theory and practice was used to analyze the status quo of Nanliang red cultural resources and cultural and creative product design.Combined with examples,the problems related to the"turn"of Nanliang red cultural and creative product design were discussed from the perspective of image culture.Four"turn"strategies were put forward,including the abstraction and concretion of visual image,the application of visual psychology,the combination of aesthetics and practicability,and the expansion of red spirit to the application scene.The research is beneficial to the image presentation of Nanliang spirit,which can promote the accurate positioning and diversified development of red cultural and creative products,and raise the status of Chinese creation design.