长城文创产品设计中的地域特色开发与个性形象提升  

Development of Regional Characteristics and Promotion of Personality Image in The Cultural and Creative Product Design of The Great Wall

作　　者：王淑慧[1] 李悦溦 陈雨薇 周舒宁 WANG Shu-hui;LI Yue-wei;CHEN Yu-wei;ZHOU Shu-ning(Beijing University of Technology College of Art and Design,Beijing 100124,China)

机构地区：[1]北京工业大学艺术设计学院,北京100124

出　　处：《绿色包装》2022年第4期105-109,共5页Green Packaging

基　　金：北京工业大学第二十二届“星火基金”重点项目(长城IP形象开发及衍生品形象设计推广XH-2021-16-05)。

摘　　要：新时代居民消费结构逐渐改变,精神层面消费大于物质消费,促进了文化产业市场的发展并对文创产品设计提出了更高要求,即注重地域特色的开发及个性识别性的提高,以及如何进行商品与消费者之间的情感搭建。我国传统文化有鲜明的地域性,伴随多元的艺术表现形式,如何将其运用在当今文创产品设计中,使文创设计具有典型的区域特征和个性形象,且不趋同于目前市场上同质化的设计。本文基于北京工业大学第22届“星火基金”重点项目,通过深入发掘提炼出了具有长城不同地区特色的视觉符号,并开发出其各区域专属的IP形象及衍生文创产品,目的在于提升现今文创设计水平,并以此提高地方的文化自信,带动地方经济发展。China’s traditional culture has distinct regional characteristics,with multiple forms of artistic expression,so how to use them in the design of modern cultural and creative products to form regional solid cultural features.Thus,enhancing the image of local individuality is a new field of exploration and space of creation to make it different from the homogenized cultural design in the present market.Based on the 22nd“sparkfund”key project of Beijing University of technology.By refining the visual symbols with the regional characteristics of the Great Wall,with a more distinctive regional element of the visual symbols,and the design of the Great Wall of the regional exclusive IP image and derivative cultural products.The purpose is to improve the current level of cultural and creative design,so as to improve the local cultural self-confidence,and develop the local economy and culture.

关 键 词：长城 地域特色 个性形象 视觉形象 文创产品 

分 类 号：TB472[一般工业技术—工业设计]