全球本地化视野下的文创产品设计前期研究

目的 从全球本地化视角深入剖析文创产品的多样化设计形式及其意义,并提出适用于文创产品开发前期阶段的设计模型,从设计创意源头解决当前文创产品同质化、缺乏全球化设计思维等问题,旨在以文创设计推动中国文化的对外传播,促进全球文化多样性。方法 以全球本地化理论和文化分类研究为基础,分别从“本地文化符号的叙事设计、本地传统工艺的重构设计、本地生活方式的转译设计”3个维度对现有的典型文创产品进行分析,总结出适用于文创产品开发前期的设计模型,并将其带入双钻模型的设计流程中,最后结合教学实践案例展开说明与验证。结论 基于全球本地化视野的文创产品设计前期研究能从创意源头指导文创产品开发的全流程,推进中国传统文化在当代的传承与发展创新,并助力提升迈向全球化新时代的中国文创产品的全球竞争力。

Pre-design of Cultural and Creative Product from the Perspective of Glocalization

The work aims to analyze the diverse design forms and significance of cultural and creative product from the perspective of glocalization and propose a design model suitable for the early development of cultural and creative product, to solve the current problems of homogenization of cultural and creative product and lack of global design thinking from the source of design creativity, thus promoting the foreign dissemination of Chinese culture and the global cultural diversity through cultural and creative product design. Based on glocalization theory and cultural classification research, the representative cultural and creative products were discussed from three dimensions:"narrative design of local cultural symbols, reconstruction design of local traditional crafts, and translation design of local lifestyles", and a design method was proposed for the early development of cultural and creative product and introduced into the design process of double diamond model. Finally, a teaching case was used for explanation and validation. The research on the pre-design of cultural and creative product based on glocalization can guide the whole process of cultural and creative product development from the creative source, promote the inheritance and innovation of Chinese traditional culture in contemporary times, and enhance the global competitiveness of Chinese cultural and creative products in the new era of globalization.