摘要
目的探求紫砂绞泥工艺在当代的灵活转型与品牌化发展路径。方法基于活态传承的视角,依据实地调研与访谈总结对当下紫砂绞泥的传承困境进行研判,并通过传统手工艺品牌塑造的成功案例,总结传承规律,提供设计启发。力求在保护紫砂绞泥工艺原真性的同时,为其当代转型提供一套切实可行、与时俱进的品牌设计策划与建设方案。结果理论层面对现有的文化资源进行了梳理与深化,从工艺宣传、产品推广、人才输入三个维度提出紫砂绞泥品牌拓展的策略模型。实践层面以“含道映物”为文化原理构建紫砂绞泥品牌,从其艺术气质中提取视觉元素,实现了品牌标识设计与视觉应用设计的创意转化。结论紫砂绞泥的品牌化发展具有可行性与现实意义,这项兼具精美与实用价值的传统工艺不应只是小众的标榜,它完全有潜力受到当下消费群体的追捧,但它的产业化发展目前仍然存在困难,故探讨它的品牌化发展,既能推进紫砂绞泥工艺的活态传承,又能在一定程度提升紫砂产业的整体竞争力。
The work aims to explore the flexible transformation and brand development path of the contemporary twisted purple clay craft.Based on the perspective of living inheritance,the present inheritance dilemma of twisted purple clay was studied and judged according to field research and interview summary,and the inheritance law was summarized through successful cases of traditional handicraft brand building to provide design inspiration.It was guaranteed that when the authenticity of twisted purple clay handicraft was under protection,a set of practical and up-to-date brand design planning and construction scheme was provided for contemporary transformation.In theoretical level,the existing cultural resources were combed and deepened and the strategic model of twisted purple clay was proposed from three dimensions of craft publicity,product promotion and talent input.In practical level,the brand of twisted purple clay was built based on the cultural principle of"complete subjective realm in reflecting nature",and the design elements were extracted from the artistic temperament,thus realizing the creative transformation of brand logo design and visual application design.The brand development of twisted purple clay has feasibility and practical significance.This traditional craft with exquisite and practical value should not only be advertised by the minority,but it has full potential to be sought after by the current consumer groups.However,there are still difficulties in its industrialization development.Therefore,discussing the brand development can not only promote the living heritage of twisted purple clay craft,but also enhance the overall competitiveness of purple clay pot industry to a certain extent.
作者
陆蒋苏
姚康康
刘方
LU Jiang-su;YAO Kang-kang;LIU Fang(Huzhou University,Zhejiang Huzhou 313000,China)
出处
《包装工程》
CAS
北大核心
2023年第4期240-247,254,共9页
Packaging Engineering
基金
浙江省教育厅科研项目资助(Y202147272)。
关键词
紫砂绞泥
活态传承
设计管理
品牌化
非遗
twisted purple clay
living inheritance
design management
branding
intangible cultural heritage
作者简介
陆蒋苏(1997-),女,研究生,主攻设计策划与管理;通信作者:刘方(1964-),男,博士,教授,主要研究方向为艺术理论,中国艺术史。
