摘要
目的从场景理论出发,探索国家非物质文化遗产山西平阳木版年画数字文创设计新思路,旨在提升其知名度与影响力,从而传承与转化优秀传统文化。方法通过场景分析法,从满足用户需求和关联传统节日活动场景出发,提炼平阳木版年画的表现素材和审美特征,建构基于场景理论的平阳木版年画数字文创设计场景模型,提出平阳木版年画数字文创设计策略。借助平阳木版年画表现题材与场景技术,将搭建用户关系场景、激发传统节日场景联想、提升用户体验场景、年画故事场景与传播相结合,衍生出兼具吉祥寓意与时尚新颖度的现代数字文创产品。结论通过引入场景理论新视角,在发展黏性用户、产品设计、精准销售、文化传播中尝试开拓平阳木版年画传承与创新的新思路。
Starting from the scene theory, this paper explores a new idea of digital cultural creation and design for the national intangible cultural heritage of Shanxi Pingyang New Year wood-block prints, aiming to enhance its popularity and influence, so as to inherit and transform excellent traditional culture. Through the scene analysis, starting from meeting users’ needs and associating traditional festival activity scenes, this paper abstracts the performance materials and aesthetic features of Pingyang New Year wood-block prints and constructs the Pingyang New Year wood-block prints based on the scene theory, and puts forward the digital cultural creation design strategy of Pingyang New Year wood-block prints. With the help of the theme and scene technology of Pingyang New Year wood-block prints, this paper combines the scene of building user relationship, stimulating the association of traditional festival scenes, improving user experience, and the scene of New Year wood-block prints stories with dissemination, so that modern digital cultural and creative products with auspicious meaning and fashionable novelty are derived. Through the introduction of a new perspective of scene theory, the paper tries to explore new ideas for the inheritance and innovation of Pingyang New Year wood-block prints in the development of sticky users, product design, accurate sales and cultural diffusion.
作者
姬灿
李轶南
JI Can;LI Yi-nan(Shanxi Industrial and Commercial University,Taiyuan 030000,China;Southeast University,Nanjing 210000,China)
出处
《包装工程》
CAS
北大核心
2021年第18期388-395,共8页
Packaging Engineering
基金
国家社科基金艺术学项目阶段性研究成果(21BG111)
山西省高等学校哲学社会科学研究项目(2020W288)
山西省社会科学院(山西省人民政府发展研究中心)2020年度青年课题(YWQN202024)
全国艺术规划课题(2018-XJY-062)。
关键词
平阳木版年画
场景论
场景模型
文化IP
数字文创
Pingyang New Year wood-block prints
scene theory
scene model
cultural IP
digital cultural creative design
