基于体验层次的文创产品叙事设计研究

Narrative Design of Cultural and Creative Products Based on Experience Level

中文关键词: 物境  情境  意境  体验层次  叙事设计

英文关键词: physical environment  situation  artistic conception  experience level  narrative design

中文摘要:

      目的 在体验经济下如何使文创产品满足消费者物质和精神的双重追求，这需要设计师对其设计方法作进一步研究。叙事设计作为一种讲故事的设计思维，符合文创产品的设计诉求。方法 通过分析文创产品的外显层、行为层、内隐层设计属性，结合“境”之美学体验分类，总结出文创产品用户体验的三个层次，即物境体验、情境体验、意境体验。基于用户体验的层次理论，分析叙事设计要素为叙事主题、故事情节以及发展步骤，提出文创产品叙事设计的设计路径与模型，并结合台州临海文化，通过具体的设计实践验证此方法的可行性与有效性。结论 叙事设计是用户体验设计的有力工具，对提升文创产品服务体验有着重要作用。同时为叙事设计在其他领域的应用实践提供了可借鉴的方向。

英文摘要:

      Under the experience economy, how to make the cultural and creative products meet the consumers’ dual pursuit of material and spirit requires designers to further research their design methods. As a kind of story telling design thinking, narrative design conforms to the design demands of cultural and creative products. By analyzing the design attributes of the explicit layer, the behavioral layer and the implicit layer of cultural and creative products, combined with the aesthetic experience classification of “environment”, three levels of user experience of cultural and creative products, namely, physical experience, situational experience and artistic conception experience, were summarized. Based on the theory of user experience level, this paper analyzed the narrative design elements for the narrative theme, plot and development steps, put forward the design model and path of narrative design of cultural and creative products, and verified the feasibility and effectiveness of this method through specific design practice against Taizhou Linhai cultural background. Narrative design is a powerful tool for user experience design, which plays an important role in improving the experience of products and services. At the same time, it also provides reference direction for the application of narrative design in other fields.