“乘运河之水·传京剧文化”——系列文创产品形象开发及包装拓展设计探究  

“Pass on Peking Opera Culture by Canal Water”——Exploring the Image Development and Packaging Expansion Design of Series Cultural and Creative Products

作　　者：王淑慧[1] 程嘉琪 徐艺萱 曹静昀 WANG Shu-hui;CHENG Jia-qi;XU Yi-xuan;CAO Jing-yun(School of Art and Design,Beijing University of Technology,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》2023年第1期78-82,共5页Green Packaging

基　　金：北京工业大学第二十三届“星火基金”重点项目(“乘运河之水传京剧文化”主题系列IP形象设计与应用XH-2022-08-12)。

摘　　要：随着时代的进步和经济的迅速发展,新时代的年轻消费群体更加追求精神层面的消费需求,更愿意接受轻松的、趣味性及娱乐性较强的作品。我国传统文化丰富而深远,都有着其典型性的鲜明特点,其中“大运河文化与京剧文化”都是我国非遗文化的重要组成部分,他们之间有着不可分割的联系性、较强的多元文化形态的包容性及促进性。本文基于北京工业大学第23届“星火基金”重点项目,尝试通过深入发掘“运河与京剧”传统文化开发出具有典型特征的专属IP形象,并对其周边文创衍生品进行拓展设计,力求达到对中国传统历史文化有效传承、弘扬和利用。With the progress of the times and the rapid development of economy, the young consumer groups in the new era are more likely to pursue spiritual consumption needs, and are more willing to accept relaxed, interesting and entertaining works. China ‘s traditional culture is rich and profound,and has its typical characteristics. Among them, ‘ Grand Canal Culture and Peking Opera Culture ‘are important parts of China ‘s intangible cultural heritage culture. There is an inseparable connection between them, and a strong multicultural form of inclusiveness and promotion. Based on the key project of the 23rd ‘ Star Fire Fund ‘ of Beijing University of Technology, this paper attempts to explore the traditional culture of ‘ Canal and Peking Opera ‘ to develop a unique IP image with typical characteristics,and expand the design of its surrounding cultural and creative derivatives, and strive to achieve the effective inheritance, promotion and utilization of Chinese traditional history and culture.

关 键 词：IP形象 大运河与京剧文化 非遗文化 文创衍生产品 

分 类 号：TB472[一般工业技术—工业设计]