基于地域文化基因分析方法的福建IP设计实践

Fujian IP Design Practice Based on the Analysis of Regional Meme Theory

中文关键词: IP形象设计  福建文化  文化基因  文化元素  视觉转译

英文关键词: IP design  Fujian culture  meme  cultural elements  visual translation

中文摘要:

      目的 为响应福建省委宣传部“福狮”主题福建IP形象征集活动号召，探索地域文化基因如何有效筛取出文化元素并进行视觉转译，让IP设计更具认同感，输出符合新时代文化传播特征的IP形象。方法 首先，从物质与精神两个方面建构地域文化基因模型;其次，基于文化基因运用问卷调查等方法对福建IP形象的文化元素进行筛选;再次，通过AHP层次分析法从文化性、视觉性、普及性三个维度进一步提取出“惠安女”与“红砖古厝”两组物质元素，并进行视觉转译，在色彩分析与图形演化的基础上进行福建IP形象设计，以精神元素相辅，塑造该IP的地域性特征;最后，通过同组追踪的量化量表对该设计进行评价。结果 福建IP设计是以南、北双生狮为主体;南狮，以惠安女为原型，彰显闽人心中的家乡;北狮，取自红砖古厝，回应国人的福建印象。结论 尝试提出从历史“文化基因”识别到地域“文化元素”提取，再到当代“视觉转译”实践的IP形象设计流程，为相关地区IP设计提供借鉴。

英文摘要:

      In order to respond to call for collection of Fujian IP image themed on "Lucky Lion" announced by the Publicity Department of Fujian Provincial Party Committee, the work aims to explore how regional meme theory can be used to effectively screen out cultural elements and complete their visual translation, so that IP design can have a more sense of identity and output an IP image that conforms to the characteristics of cultural communication in the new era. First of all, a regional meme model was built from matter and spirit perspectives. Secondly, based on the meme, Fujian IP images were screened through questionnaire surveys. Thirdly, analytic hierarchy process (AHP) was used to extract material genes of "Huian Women" and "Red Brick House" from culture, visualization and universality perspectives, and conduct the visual translation. On the basis of color analysis and graphic evolution, Fujian IP image design was carried out, and the regional characteristics of the IP were shaped by spiritual elements. Lastly, the design was evaluated through tracing the same group. Fujian IP design was based on the South and North Lions. South Lion, taking Huian Women as the prototype, highlighted the hometown in the hearts of Fujian people. The North Lion, taken from the Red Brick House, responded to the impression of the Chinese on Fujian. Attempts are made to put forward the IP image design process from the identification of historical "cultural genes" to the extraction of regional "cultural elements" and then to the practice of contemporary "visual translation", which can provide reference for IP design in related regions.