摘要
承载着中国数千年传统文化价值与审美意蕴的中华老字号产品,由于缺少现代设计理念的注入,而不得不在现代市场经济的冲击下节节败退,如今已经到了一种岌岌可危、亟需拯救的境地。本文以设计艺术学的角度为切入点,结合现代品牌理论与具体案例分析,探讨如何以"形"传"意",通过创意设计将老字号文化底蕴定制于产品之中,创建差异化品牌形象,尝试在现代设计观念与中国传统文化意蕴的碰撞之中,构建一座当代人重返中华传统人文精神的路标。
Due to the lack of injection of modern design concept, Chinese Time-honored Brand products, carrying the value of Chinese traditional culture for thousands of years and aesthetic meaning, have to retreat in defeat again and again under the modern market economy, and have to be in a precarious and urgent situation. This paper will select the angle of art design as starting point, combined with modern brand theory and analysis of specific cases, try to explore how to convey meaning in form, custom the culture of Time-honored Brand in products through the creative design of, create different brand image, and try to build a road sign of Chinese traditional humanistic spirit in the collision of modern design concept and the implication of Chinese traditional culture.
出处
《浙江社会科学》
CSSCI
北大核心
2016年第5期131-135,63,共6页
Zhejiang Social Sciences
关键词
老字号
设计
文化传承
品牌形象
Time-honored Brand
design
culture inheritance
brand image
