基于非遗视觉符号的湛江旅游文创产品设计研究  

Zhanjiang Tourism Cultural and Creative Product Design Based on Intangible Heritage Visual Symbols

作　　者：王先昌[1] 彭雅莉[1] 孔德强 WANG Xian-chang;PENG Ya-li;KONG De-qiang(Guangdong Ocean University,Guangdong Zhanjiang 524088,China;Zhanjiang University of Science and Technology,Guangdong Zhanjiang 524088,China)

机构地区：[1]广东海洋大学,广东湛江524088 [2]湛江科技学院,广东湛江524088

出　　处：《包装工程》2022年第12期332-338,358,共8页Packaging Engineering

基　　金：湛江市哲学社会科学规划(ZJ21YB27)。

摘　　要：目的 旅游业兴盛的当下,以非物质文化与旅游文创产品的融合为目标,构建基于非遗文化符号的湛江旅游文创产品设计方法。方法 文章分析了旅游文创产品的属性,筛选湛江非物质文化遗产之中视觉符号特征鲜明、知名度高、感染力强的文化元素,经过打散、简化、形态加减、夸张变形、重构等艺术手法,对其形符和意符进行提炼,并结合旅游产品属性进行转译和编码,构建旅游文创产品设计方法。结论 通过舞鹰雄非遗元素进行具体的设计实践,验证上述方法的可行性和有效性。非遗文化的植入提高了旅游文创产品的个性和品质,实现文化的“变现”和“带走”,还能拓宽非遗视觉元素的活化传承方式,更好地延续其文化基因。At the moment when the tourism industry is booming, this paper’s goal is to integrate intangible cultural heritage and tourism cultural and creative products, and build up a Zhanjiang tourism cultural and creative product design method based on intangible cultural symbols. The article analyzes the attributes of tourism cultural and creative products,and meticulously chooses the cultural elements of Zhanjiang intangible cultural heritage that have distinctive visual symbols, high visibility, and strong charm. With such artistic expressions as fragmentation, simplification, form addition and subtraction, exaggeration and transformation, and reconstruction, pictographic symbol and meaning symbol are refined,and combine the attributes of tourism products to translate and code to construct the design method of tourism cultural and creative products. The specific design practice of Wu Ying Xiong intangible heritage elements verifies the feasibility and effectiveness of the above methods. The implantation of intangible cultural heritage improves the personality and quality of tourism cultural and creative products, realizes the "import" and "export" of culture, and can also broaden the activation and inheritance methods of intangible cultural heritage visual elements, thereby better continuing its cultural genes.

关 键 词：符号 非物质文化遗产 文创产品 形符 意符 舞鹰雄 

分 类 号：TB472[一般工业技术—工业设计]