南珠文创产品IP形象设计研究  

Research on the IP Image Design of Nanzhu Cultural and Creative Product

作　　者：张海峰 李雨蝶 蒋芳莲 ZHANG Haifeng;LI Yudie;JIANG Fanglian(Beihai University of Art and Design,Beihai 536000,Guangxi,China)

机构地区：[1]北海艺术设计学院,广西北海536000

出　　处：《玩具世界》2024年第5期124-126,共3页Toys World

基　　金：北海艺术设计学院2022年国家级大学生创新创业训练计划项目“南珠印象——北部湾珍珠文化创意研究”(202213524014)。

摘　　要：南珠即合浦珍珠,是广西壮族自治区北海市的一种特产。南珠也称“北海珠”,它产自马氏珠母贝,非常精美,被誉为“国之瑰宝”,是中国国家地理标志性产品。珠圆玉润、瑰丽绚彩的南珠自古以来深受人们的喜爱,汉代以来的历代统治者都要求上贡南珠作为宫廷贡品;“南珠”一词最早由明末清初著名学者、诗人屈大均提出,他在《广东新语》中写道:“合浦珠名曰南珠,其出西洋者曰西珠,出东洋者曰东珠。东珠不如西珠,西珠不如南珠。”如此种种,无一不彰显出南珠出众的品质和高贵的价值,长久以来,南珠文化已经成为一种极具代表性的地方文化,蕴含着丰富的文化内涵。文章通过调查梳理南珠文化的发展现状,以及分析南珠文创产品设计的意义,探索南珠文创产品的IP形象设计思路及实践,以期丰富南珠的文化内涵,为南珠文化的传播发展注入新的动力,使其获得更多的关注。Nanzhu,also known as Hepu Pearl,is a specialty of Beihai City,Guangxi Zhuang Autonomous Region.Nanzhu,also known as"Beihai Pearl",is produced from Pinctada martensi,which is very exquisite and is known as the"national treasure",and is a national geographical indication product of China.The round and gorgeous Nanzhu has been deeply loved by people since ancient times.Since the Han Dynasty,the rulers of all dynasties have asked for Nanzhu as a court tribute;the word"Nanzhu"was first proposed by Qu Dajun,a famous scholar and poet in the late Ming and early Qing dynasties.He wrote in his New Comments on Guangdong:"Hepu Pearl is called Nanzhu,and those which go out of the West are called Xizhu,and those which go out of the East are called Dongzhu.Dongzhu is not as good as Xizhu,and Xizhu is not as good as Nanzhu."All of these show the outstanding quality and noble value of Nanzhu.For a long time,Nanzhu culture has become a highly representative local culture,which contains rich cultural connotations.By investigating and combing the development status of Nanzhu culture,and analyzing the significance of Nanzhu cultural and creative product design,this paper explores the IP image design ideas and practices of Nanzhu cultural and creative products,in order to enrich the cultural connotation of Nanzhu,inject new impetus into the dissemination and development of Nanzhu culture,and make it get more attention.

关 键 词：南珠 南珠文化 文创产品 产品设计 

分 类 号：TB472[一般工业技术—工业设计]