中国传统文化创意设计“内卷化”倾向——以国货彩妆产品设计为例  

"INVOLUTION" TENDENCY OF CREATIVE DESIGN OF CHINESE TRADITIONAL CULTURE--THE DESIGN OF DOMESTIC COSMETICS PRODUCTS AS AN EXAMPLE

作　　者：黄鑫杰 林竟路[1] HUANG XINJIE;LIN JINGLU

机构地区：[1]浙江理工大学服装学院

出　　处：《设计》2022年第1期100-102,共3页Design

基　　金：浙江理工大学浙江省丝绸与时尚文化研究中心基地成果。

摘　　要：文章尝试从"内卷化"视角分析在国内设计服务行业与文化产业尝试将脱离现代生活语境的传统文化再度复兴并外输大背景下,各领域创新设计中存在的低程度复杂与垂直方向精细化问题,通过对国内彩妆品牌产品设计案例的分析,从产品包装、工艺、内容、设计思维及品牌文化多维度论述文创设计"内卷化"倾向,总结归纳文创设计中意象、色彩、载体、设计手法内卷化四个层面问题,提出探索传统造物精神,回归美学思想,"泛化"传统文化概念的设计修正法,以推动设计更好为传统文化创新发展服务。From the perspective of "Involution",this paper tries to analyze the problems of low complexity and vertical refinement in innovative design in various fields under the background of domestic design service industry and cultural industry trying to revive and export traditional culture separated from the context of modern life.Based on the analysis of the design cases of domestic color makeup brand products,this paper discusses the "Involution" tendency of cultural and creative design from the aspects of product packaging,process,content,design thinking and brand culture,summarizes the problems of image,color,carrier and design method of cultural and creative design,and puts forward the design modification method of exploring the spirit of traditional creation,returning to aesthetic thought,and "generalizing" the concept of traditional culture,so as to promote the design to serve the innovation and development of traditional culture.

关 键 词：传统文化 创新设计 文创产品 内卷化 设计评价 

分 类 号：J505[艺术—艺术设计]