文化街区品牌构建中的叙事与体验设计研究

Research on Narrative and Experience Design in the Brand Construction of Cultural District

随着城市化进程的推进,文化街区逐渐成为关注的焦点。大众对于旅游的需求不再仅限于传统的名胜古迹与休闲购物,因此文化街区品牌构建中采用叙事性手法来驱动身临其境的体验可以更好地诉说“街区故事”。通过探寻文化街区品牌的价值意义及具体案例分析,梳理出叙事性设计要素,并从本能、行为、反思3个体验层次提出构建文化街区品牌的设计策略,使用户在街区体验中,自然沉浸在文化教育中,产生新的文化认同感。

With the advancement of urbanization,cultural districts have gradually become the focus of people's attention.The public's demand for tourism is no longer limited to traditional scenic spots and leisure shopping.Therefore,using narrative techniques to drive immersive experiences in the construction of cultural district brands can better tell the story of the district.By exploring the value and signifi cance of cultural district brands and analyzing specifi c cases,narrative design elements are sorted out,and design strategies for building cultural district brands are proposed from three experiential levels:instinct,behavior,and refl ection.Enable users to naturally immerse themselves in cultural education and generate a new sense of cultural identity in the neighborhood experience.