基于文化表述的旅游纪念品情感设计

目的结合品牌推广领域的文化表述理论和情感化设计中的三层次理论,共同探索旅游纪念品的设计模式。方法针对旅游纪念品的商品属性和文化特征,提出包括"文化解码、文化表述、情感整合、产品实现"4个步骤和"感知维度、体验维度、情感维度"3个维度的"四步骤三维度"设计模式,并通过莫高窟旅游纪念品设计实例加以验证。结论在文化解读与传播的基础上,文化表述理论能有效提升旅游纪念品的文化价值和品牌价值,而三层次理论将满足用户的情感需求,所提出的设计模式为现有旅游纪念品提供了具有创新性与可行性的开发途径。

Tourism Souvenirs Emotional Design based on Cultural Expression

The work aims to explore the souvenirs design pattern by combining the cultural expression theory with the three-level theory of the emotional design field in the brand promotion field. Based on the commodity attribution and cultural characteristics of tourism souvenirs, the "four steps and three dimensions" design mode was proposed, including "culture decoded, culture expressed, emotion integrated and product realized" and "perception dimension, experience dimension and emotional dimension". At last, the tourist souvenirs design in Mogao Grottoes was taken as an example to determine the feasibility of this pattern. On the basis of culture interpretation and communication, the cultural expression theory enhances the culture and brand value of tourism souvenirs effectively, the three-level theory meets the emotional need of consumers, and the proposed design mode provides an innovative and feasible development way for tourism souvenirs design.