基于文化转译的桃花坞木版年画数字文创设计  

Digital Cultural Creative Design of Taohuawu New Year Woodblock Printings Based on Cultural Translation

作　　者：刘媛霞[1] 殷俊 LIU Yuan-xia;YIN Jun(Suzhou Vocational University,Jiangsu Suzhou 215104,China;Jiangnan University,Jiangsu Wuxi 214122,China)

机构地区：[1]苏州市职业大学,江苏苏州215104 [2]江南大学,江苏无锡214122

出　　处：《包装工程》2022年第10期326-334,共9页Packaging Engineering

基　　金：2020年度国家社科基金艺术学重点项目(20AC003);江苏高校哲学社会科学研究一般项目(2019SJA1329);苏州市职业大学教学研究与建设项目(SZDJG-20030)。

摘　　要：目的研究国家级非遗桃花坞木版年画在数字文创产品中的创新应用。针对互联网的传播与时代审美需求,探索传统文化的活化路径。方法运用“文化转译”方法展开桃花坞木版年画文化IP的提取,进行文化IP物质层、行为层、精神层的设计转译。在获得视觉要素筛选结果、数字文创APP信息架构、意义体验达成路径以后,采用“APP+IP形象”的思路,进行数字文创设计开发。结果围绕文化IP,完成APP用户体验设计、角色形象设计、表情包设计与引导页设计。结论“文化转译”打造文化IP并生成数字文创的方法,融通了传统与现实,有助于深度挖掘非遗类数字文创的文化主题,保证数字文创产品文化层次结构的完整性,是传统文化创新式传承的新思路。It aims to the innovative APP of national intangible cultural heritage Taohuawu new year woodblock printings in digital cultural and creative products,and explores the activation path of traditional culture in view of the communication of the internet and the aesthetic demand of the times.The methods of cultural translation are used to extract the cultural IP of Taohuawu new year woodblock printings,and the transition and design from physical aspect,behavioral aspect and spiritual aspect of cultural IP.After obtaining the results of visual elements,information architecture of digital cultural creation APP and the path to meaningful experience,digital cultural creative design are designed and developed by using the idea of APP and character of IP.Centering on cultural IP,the user experience of APP,character design,emoji package design and the guide page design are completed.The method of creating cultural IP and generating digital cultural creativity product through cultural translation integrates tradition with reality,and helps deeply explore the cultural themes of digital cultural creative design of intangible cultural heritage,and ensures the integrity of the cultural hierarchy of digital cultural products,which is a new idea for the inheritance and innovation of traditional culture.

关 键 词：桃花坞木版年画 文化IP 文化转译 数字文创 

分 类 号：TB472[一般工业技术—工业设计]