非遗传承背景下新中式文化创意产品设计探究——以刻龙木刻版画体验包为例
摘 要：研究旨在挖掘湖南滩头木版年画中的设计元素，并进行文化创意产品设计实践，探寻传统文化在现代文化创意产品设计中的应用策略，设计出能够满足用户需求、提升用户体验的新中式文化创意产品。文章首先采用文献资料法、田野调查法、案例分析法等，从湖南滩头年画的历史文化及视觉表征入手进行挖掘提炼。其次结合相关理论研究和年画市场化案例进行设计实践。最后经过分析后，把握滩头年画制作的工艺环节和视觉元素特点，利用流行视觉风格进行新中式文化创意设计，在丰富产品文化内涵与形式的同时，保留文化本身的特色，平衡创新与传统。以期增加与受众的互动，激发用户的文化认同感及情感共鸣，为现代新中式文化创意产品设计提供参考。
关键词：新中式；文化创意产品设计；用户体验；滩头年画
中图分类号：TB472 文献标识码：A 文章编号：1672-7053(2024)09-0020-04
基金项目：2024年北京市级大学生创新训练项目“基于文化传播的非遗民间工艺体验性文创产品设计研究与实践——以木版年画为例”（S202410003027）；2023年清华大学SRT项目“新中式文化创意产品设计”（2411T0696）
Abstract：Objective To explore the design elements of Tantou Woodcut New Near Printmaking of Hunan and practice the design of cultural and creative products, explore the application strategy of traditional culture in modern cultural and creative product design, and design new Chinese cultural and creative products that better meet the needs of users and meet the user experience. Methods Literature, field investigation and case analysis were used to study Tantou woodcut new near printmaking of hunan, and the design practice was explored by combining theories and cases. Conclusion By grasping the operation links and elements of the new year printmaking in Tantou, the design of new Chinese cultural and creative products is carried out by using popular visual styles, enriching the cultural connotation and form of products, strengthening the interaction with the audience, stimulating the cultural identity and emotional resonance of users, and providing references for the design of new Chinese cultural and creative products.
Key Words：New Chinese Style; Cultural and Creative Product Design; User Experience; The New Year Printmaking in Tantou
