在地实践语境下的上海红色文创产品情感化设计探析

目的 探析在地实践语境下，红色文化转化为文创产品的设计路径，以此寻求上海红色文创产品设计的新思路，助力红色文化的传承与发扬。方法 通过对上海红色文创产品设计的现状分析确立地域特色的重要性。基于情感化设计理念，将上海红色文化资源分层整理，并深入研究在地性背景下消费主体各层级的情感需求及文化转译的方法。最终构建出基于情感化设计理念的红色文创产品在地性实践模型，并通过设计团队的实践案例进行展示。结论 从情感满足的角度出发，提出在本能层级上以红色文化符号的地域识别性为提取原则并确保文化转译过程中的准确性；行为层级上在以海派崇实性为基准设定产品功能的同时强调产品的文化体验；反思层级上侧重通过产品理念、寓意、品质等要素的设计构建红色精神与上海价值的双重认同并将其长效延续的思路，力求为上海红色文创产品的地方性特色呈现提供积极的现实意义和参考价值。

Emotional Design of Shanghai Red Cultural and Creative Products in the Context of Local Practice

In the context of local practice, this paper analyzes the design path of red culture into cultural and creative products to seek new ideas for the design of Shanghai red cultural and creative products and help the inheritance and development of red culture. Through the analysis of the current situation of Shanghai red cultural and creative product design, the importance of establishing regional characteristics is established. Based on the concept of emotional design, this paper classifies the red cultural resources of Shanghai, and deeply studies the emotional needs of consumers at all levels and the methods of cultural translation in the context of local characteristics. Finally, it constructs the local practice model of red cultural and creative products based on an emotional design concept and shows it through the practice cases of the team. From the perspective of emotional satisfaction, this paper proposes that the regional recognition of red cultural symbols should be taken as the extraction principle at the instinctive level to ensure the accuracy of cultural translation; At the behavioral level, the cultural experience of the product is emphasized while the function of the product is set on based on the Shanghai style''s pragmatism; At the reflection level, it focuses on building the dual identity of red spirit and Shanghai value through the design of product concept, implication, quality and other elements, and tries to provide positive practical significance and reference value for the presentation of local characteristics of Shanghai red cultural and creative products.