基于当下流行风格的敦煌文创产品设计研究

Research on the Design of Dunhuang Cultural and Creative Products Based on the Current Popular Culture Style

中文关键词: 流行风格  敦煌文创设计  博物馆文创  流行文化  传统文化  敦煌艺术

英文关键词: popular style  Dunhuang cultural and creative design  museum cultural and creative industry  popular culture  traditional culture  Dunhuang art

中文摘要:

      目的 总结和探索将当下流行风格融入敦煌博物馆文创产品的设计策略，探讨融媒体时代消费导向的流行文化在博物馆文创设计中的价值。方法 结合用户调研、文化传播理论、后现代主义设计手法分析等，解析流行风格设计手法对敦煌艺术的审美要素、精神意涵与艺术态度3个维度的解读与创新，探讨流行文化的传播对敦煌文创产品的助推，阐述流行风格与文创设计结合的产品开发策略。结果 敦煌文创结合互联网传媒技术，贯彻设计层、宣传层和体验层3个模块系统融合的设计策略，在设计层设计文化产品与数码娱乐产品，提升品牌影响力;在宣传层借跨界融合讲述现代设计故事，形成品牌社群;在体验层策划多元文化消费活动，提供文化审美体验，拓宽文创设计外延。结论 敦煌文创结合当下流行的文化形式为文创品牌的可持续发展提供策略与建议。博物馆文创设计应发挥自身文化与地域特色，紧跟时代需求，寻求跨界融合与文化超越。

英文摘要:

      This paper explores the application of current popular culture in the design strategy of cultural and creative products in the Dunhuang Museum, and discusses the value of popular culture, consumption-oriented popular culture in the era of Media Convergence in the cultural and creative design of museums. Under the guidance of culture communication theories and techniques of the Post Modernism design, combining user research, this paper, by analyzing the interpretation and innovation of popular culture on the aesthetic elements, spiritual connotation, and artistic attitude of Dunhuang Grottoes art, as well as analyzing the dissemination of popular culture boosting the promotion of Dunhuang cultural and creative products, explores the application of current popular culture in the design of cultural and creative products. The cultural and creative products in the Dunhuang Museum combines network media technology, carrying out the design strategy of integrating the three module systems of the design layer, the propaganda layer and the experience layer. Cultural products and digital entertainment products is designed at the design level to enhance brand influence; at the publicity level, use cross-border integration to tell modern design stories to form a brand community. Multicultural consumption activities is planned at the experience level to provide cultural aesthetic experience and broaden cultural creativity design extension. Dunhuang cultural and creative brand combines current popular cultural forms to provide strategies and suggestions for the sustainable development of cultural and creative brands. The cultural and creative design of museums should give full play to its own cultural and regional characteristics, keep up with the needs of the times, and seek cross-border integration and cultural transcendence.