摘要
围绕吉祥文字、吉祥图形以及以吉祥图形和文字相结合进行的设计构成了当代吉祥主题文创产品设计的基本现状。在这一现状中,在地性与象征性是两个最基本的特征。其中,在地性表征为吉祥主题文创产品中处所空间、心灵空间与时代话语三重特质的交融互渗;象征性则呈现为将消费者内心祈求的吉祥寓意通过造型、色彩、纹样等元素综合成“象”予以外化。二者相互渗透,在地性是象征性的基础,象征性是在地性的提炼和升华。总之,在吉祥文创产品设计中,只有在地性与象征性并重、互为依存,才能在品牌竞争中走出一条差异化竞争之路。
The fundamental landscape of contemporary cultural and creative product design with auspicious themes is constituted by designs centered on auspicious characters,auspicious graphics,and the integration of both.Within this context,locality and symbolism stand out as the two most fundamental characteristics.Locality is manifested as the interpenetration and fusion of a triad of attributes:physical space,spiritual space,and the discourse of the era.Symbolism,in turn,presents itself as the externalization of the auspicious meanings that consumers inwardly pray for,synthesizing them into a tangible“image”through elements such as form,color,and pattern.These two characteristics are mutually interpenetrating:locality serves as the foundation for symbolism,while symbolism is the refinement and sublimation of locality.In conclusion,in the design of auspicious cultural and creative products,only by placing equal emphasis on and ensuring the mutual dependence of locality and symbolism can a path of differentiated competition be forged in the brand marketplace.
作者
武湘梅
WU Xiangmei(School of Fine Arts and Design,Hunan First Normal University,Changsha,Hunan,401025)
基金
湖南省哲学社会科学基金一般项目(20YBA080)。
关键词
吉祥文化
文创产品设计
在地性
象征性
Auspicious Culture
Cultural and Creative Product Design
Locality
Symbolism
作者简介
武湘梅(1976-),女,湖南第一师范学院美术与设计学院讲师,硕士。E-mail:179086853@qq.com。
