目的 旨在创新设计出符合泾渭茯茶品牌调性、获取文博IP赋能并主动营造“超真实”文化体验的联名产品包装。方法 首先,以思辨视角整合拟像理论中的“类象三序列”,对应艺术创作的递进环节;其次,基于泾渭茯茶品牌调研,应用亲和图法（KJ法）与KANO模型,结合“仿造层”“生产层”与“拟真层”分析用户需求;最后,提出策略指导联名设计中对文博IP模拟、创造与再创新的实践过程。结果 设计出“唐妞驾到”IP与“泾渭茯茶”品牌联名产品“茶诗里”的包装作品,实现传统非遗文化品牌与当代文博IP的双向赋能。结论 拟像理论为现代文博IP联名设计明确了从现实到符号的坐标系。通过对类像三序列的当代解读,不仅可以结合实际语境拓宽拟像理论的边界,而且可以更好地阐释新时代中“超真实”的文化体验,强调为真实世界而设计的创新价值。
Abstract
The work aims to innovatively design the co-branded product packaging that can conform to the tonality of JINGWEI FU TEA brand, obtain the empowerment of cultural museum IP and generate the immersive cultural experience. Firstly, the "three image-like sequences" in the simulacra theory were integrated from the critical thinking perspective to correspond to the progressive links of art creation. Secondly, based on the research of JINGWEI FU TEA brand, the affinity graph method and the KANO model were introduced to analyze user needs in combination with "simulation layer," "production layer," and "emulation layer". Finally, the strategic guidance was proposed for the practice of simulating, creating, and re-innovating cultural museum IP in collaborative design processes. The "Tea Shili", a joint product of "Tang Niu Comes" IP and JINGWEI FU TEA brand, was designed, realizing the two-way empowerment of traditional intangible cultural heritage brand and contemporary cultural museum IP. The simulacra theory defines the coordinate system from reality to symbol for modern cultural and cultural museum IP co-design. Through the re-interpretation of the three image-like sequences, it can not only broaden the boundary of simulacra theory with the actual situation, but also better explain the "hyper-real" cultural experience created in the new era, and emphasize the innovative value of design for the real world.
关键词
拟像理论 /
文博IP /
联名包装设计 /
KJ法 /
KANO模型
Key words
simulacra theory /
cultural museum IP /
joint packaging design /
KJ method /
KANO model
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基金
国家社会科学基金重大项目（19ZDA333）; 教育部学位中心主题案例项目（ZT-221070801）
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