越剧《柳毅传书》视觉符号在文创产品设计中的应用  

RESEARCH ON YUEJIAN WENCHUANG PRODUCT DESIGN BASED ON NOSTALGIC EMOTION

作　　者：项李 XIANG LI

机构地区：[1]江南大学设计学院

出　　处：《设计》2020年第18期104-106,共3页Design

基　　金：江苏艺术基金2018年度传播交流推广资助项目“南京竺派越剧数字化博物馆”(D2018-06-006)。

摘　　要：分析越剧《柳毅传书》所包含的视觉符号,探讨具有越剧文化特色的文创产品的开发策略与实践,实现越剧文化的传播传承。运用设计符号学通过对越剧《柳毅传书》的视觉符号进行系统的梳理,从服饰与动作程式两方面提炼出其独有的视觉元素,进行文创产品的开发与设计。《柳毅传书》服饰纹样、动作特征与现代技术的结合,输出越剧手提袋、方巾和礼盒等文创产品,更有利于越剧文化的现代传播。通过《柳毅传书》文创产品的设计与开发,为打造具有越剧文化特色的系列文创产品提供新的坐标参考。to analyze the visual symbols contained in yueju liuyi zhuan shu,explore the development strategy and practice of cultural and creative products with yueju cultural characteristics,and realize the transmission and inheritance of yueju culture.using design semiotics to systematically sort out the visual symbols of yue opera liu yi zhuan shu,extract its unique visual elements from the aspects of dress and movement program,and carry on the development and design of cultural and creative products.the combination of clothing pattern,movement characteristics and modern technology in liuyi zhuan shu can output yue opera handbag,square towel,gift box and other cultural and creative products,which is more conducive to the modern spread of yue opera culture.through the design and development of cultural and creative products in liu yi zhuan shu,it provides a new coordinate reference for creating a series of cultural and creative products with cultural characteristics of yue opera.

关 键 词：越剧 柳毅传书 文创 产品设计 

分 类 号：J82[艺术—戏剧戏曲]