基于地域文化传播的江南水乡古镇视觉形象设计研究——以同里古镇为例  

RESEARCH ON VISUAL IMAGE DESIGN OF JIANGNAN WATER TOWN BASED ON REGIONAL CULTURE COMMUNICATION--TONGLI ANCIENT TOWN AS AN EXAMPLE

作　　者：金小雅 魏洁[1] 王雨辰 JIN XIAOYA;WEI JIE;WANG YUCHEN

机构地区：[1]江南大学设计学院

出　　处：《设计》2025年第3期11-15,共5页Design

摘　　要：基于古镇现有视觉形象中普遍存在的“千镇一面”“形象趋同”等问题,研究提出“地域文化”为视角的古镇视觉形象设计方法,利用地域文化优势切实地传播古镇的精神。在解析江南水乡古镇形象构成的基础上,以同里古镇为例提出“转译文化符号以促进古镇形象可视性”“塑造文化品牌以提升古镇形象可识性”“营造文化空间以增强古镇形象可感性”的策略框架。以新的形象设计路径,促进地域文化传承与现代化发展的有机结合。Based on the existing visual image of the ancient town of thousands of towns one side,image convergence and other problems.The study proposes the visual image design method from the perspective of"regional culture",and utilizes the cultural advantages to spread the spirit of ancient town.On the basis of analyzing the composition of the image of ancient towns in Jiangnan water towns,the study proposes"translating cultural symbols to promote the visibility of the image of ancient towns",“shaping cultural brands to enhance the recognizability of the image of ancient towns”,“creating cultural space to enhance the perceivability of the image of ancient towns”,and"creating cultural space to enhance the perceivability of the image of ancient towns",taking the example of the ancient town of Tongli.The strategic framework of"translating cultural symbols to promote the visibility of the image of the ancient town",“shaping cultural brands to enhance the recognizability of the image of the ancient town”,and"creating cultural space to enhance the perceivability of the ancient town image".The new design path promotes the organic combination of regional cultural heritage and modernization.

关 键 词：地域文化 江南水乡古镇 视觉形象设计 符号转译 文化品牌 文化空间 

分 类 号：J524.3[艺术—艺术设计]