基于AHP-KE的宣德青花碗文创设计与品牌形象塑造  

Cultural and Creative Design and Brand Image Building ofXuande Blue and White Mixed Flower BowlBased on AHP-KE

作　　者：丁庆珍 唐昌乔 王怡 DING Qingzhen;TANG Changqiao;WANG Yi(Art College,Guizhou University,Guiyang 550025,China)

机构地区：[1]贵州大学美术学院,贵阳550025

出　　处：《包装工程》2025年第2期177-188,共12页Packaging Engineering

基　　金：贵州省研究生教育创新计划项目《基于AHP-KE的贵州宣德青花碗文创设计研究》;贵州省2024年研究生教育教学改革项目《基于学科交叉的服务贵州产业发展设计人才培养模式改革与创新》;贵州大学2024年教改项目《贵州生态特征下的环境设计教学创新与服务地方发展研究》(XJG2024083)。

摘　　要：目的 以明代宣德青花碗文物为对象,开展文创设计。方法 采用层次分析法(AHP)推导出详细的用户目标需求,弥补感性工学(KE)研究中前期设计指标不明确的空白。结合用户目标需求,通过对用户感性意象倾向需求的调研分析,获取用户感性意象,并建立感性意象与结构形态设计要素的映射关系,得到结构形态要素设计建议,进而进行相关设计实践。结果 广范围分层次的调研分析,推导得到了“秀气的”“现代的”两个结构相关的感性意象,获得了代表性结构形态要素库和青花图案纹样数字库。结论 建立的AHP-KE集成模型能够较为有效地解决文创设计中所遇到的设计指标不明确的问题,提供了关键性的设计数据,可为相关文创设计实践提供一定的理论参考。The work aims to carry out cultural and creative design with Xuande blue and white mixed flower bowl as the object.The Analytic Hierarchy Process(AHP)was used to deduce the detailed user's target needs,and make up the blank of unclear design indicators in the early stage ofKansei Engineering(KE)research.Based on the user's target needs,the user's perceptual image was obtained through the investigation and analysis of the user's perceptual image tendency and needs,and the mapping relationship between the perceptual image and the structural form design elements was estab-lished to obtain the design suggestions of the structural form elements,and then the relevant design practice was carried out.Through a wide range of hierarchical research and analysis,the perceptual images related to"elegant"and"modern"structures were derived,and the representative structural form element database and the digital database of blue and white patternswere obtained.The AHP-KE integrated model established in this work can effectively solve the problem of un-clear design indicators encountered in cultural and creative design and provide key design data,thus providing a certain theoretical reference for relevant cultural and creative design practice.

关 键 词：宣德青花碗 文创设计 层次分析法 感性工学 品牌形象 

分 类 号：TB472[一般工业技术—工业设计]