基于视觉基因提炼与传承的海派文创产品开发

目的 用科学方法提炼老上海元素的视觉基因并应用于文创产品开发,促进海派文化的传承与创新。方法 基于眼动追踪技术和基因识别理论,归纳总结了老上海视觉元素提炼和应用模式。模式包含样本遴选、元素提炼、元素重构和元素应用四个阶段。针对实验样本,通过眼动追踪实验和问卷量表获取被试者客观生理数据和主观评价,结合样本的文化背景综合分析,提炼核心视觉元素进行元素重构;通过图形意象抽取、确立元素重构逻辑、保留开放延伸空间,形成基本形、图形组合、图案库,应用于相关文创产品设计,并以老上海糖标文创设计为例进行论证。结论 从老上海元素中科学提炼视觉基因,活化应用形成既有统一的视觉基因又有不同个性形态的系列文创产品,是海派文创产品开发的有效路径之一,也为提取传统文化基因应用于当代设计提供了可供借鉴的范例。

Design of Shanghai-style Cultural and Creative Products Based on Visual Gene Extraction and Inheritance

The work aims to use scientific methods to extract the visual genes of old Shanghai elements and apply them to the design of Shanghai-style cultural and creative products to promote the inheritance and innovation of Shanghai-style culture. Based on eye-tracking technology and gene recognition theory, the extraction and application mode of visual elements of old Shanghai was summarized, which consisted of sample screening, element extraction, element reconstruction and element application. In view of the experimental samples, eye-tracking experiment and questionnaire were carried out to obtain the objective physiological data and subjective evaluation of subjects. Combined with the comprehensive analysis of the cultural background of the samples, the core visual elements were extracted for element reconstruction. By extracting graphic images, establishing element reconstruction logic and keeping open extension space, the basic shape, graphic combination and pattern library were formed and applied to the design of related cultural and creative products and the cultural and creative design of old Shanghai Candy Package was taken as an example for demonstration. Scientifically extracting visual genes from old Shanghai elements to form a series of cultural and creative products with unified visual genes and different personality forms through activated application is one of the effective paths for the design of Shanghai-style cultural and creative products and also provides a model for extracting traditional cultural genes and applying them to contemporary design.