文创创意要素的视觉特征模型

Visual Feature Model of Cultural and Creative Element

关键词:  索绪尔符号学  文创产品  创意要素  视觉特征  模型构建

Key words:  Sanxingdui mask series cultural and creative products

摘要:

目的 为解决文创产品在设计过程中，创意要素的视觉形式表达难以规范化、体系化，以及较为主观的问题。方法 以三星堆面具为例，利用索绪尔符号学理论对文物的视觉特征建立“所指”和“能指”的分类归纳点，将“所指”归纳为文化内涵、审美特质、社会背景;将“能指”归纳为形态特征、色彩特征、材质特征、肌理特征和纹样特征，提出视觉特征模型。结果 建立对“能指”中五大特征的提取方法，构建文创创意的视觉特征模型与设计流程，使用KANO模型验证用户需求，并使用本文所提出的视觉特征模型进行三星堆面具系列文创的设计实践。结论 本文中文创创意要素的视觉特征模型概括了文创产品的设计过程，将创意要素通过形态特征、色彩特征、材质特征、肌理特征和纹样特征进行概括、演绎和表达，并可将此模型作为后续文创产品设计过程中的设计方法，进而推动文化的传承。

Abstract:

The work aims to solve the problem that the visual expression of creative elements in the design process of cultural and creative products is relatively subjective and difficult to standardize and systematize. With the Sanxingdui mask as an example, based on Saussure's Semiotics Theory, the categorical and inductive points of "signified" and "signifier" were established for the visual feature of cultural relics. The "signified" was classified into cultural connotation, aesthetic characteristics and social background and the "signifier" was summarized into morphological features, color features, material features, texture features and pattern features. Then, a visual feature model was proposed. The extraction method was established based on the five major characteristics of "signifier", the visual feature model and design process of cultural and creative creativity were constructed, the KANO model was used to verify user needs, and this visual feature model was adopted to carry out cultural and creative design practice for the Sanxingdui mask series. The model summarizes the design process of cultural and creative products, and generalizes, deduces and expresses creative elements through morphological features, color features, material features, texture features and pattern features. This model can be used as a design method in the follow-up cultural and creative product design process, thereby promoting the cultural inheritance.