目的 红色文创产品需有效融合“红色文化”的社会价值与“用户需求”的市场价值。本研究旨在从叙事与共情融合的视角出发,探索二者有效融合的文创产品设计路径,以增强用户对红色文化的情感认同,推动其有效传播与发展。方法 首先,通过文献研究厘清当前红色文创设计研究的局限,在此基础上确立“叙事”与“共情”融合的设计方法。其次,分别从叙事设计（主题、内容、方法、目的）与共情设计（认知、情感、行为）的视角,剖析红色文创产品设计的流程与双重价值导向,进而构建二者深度融合的设计策略与设计模型。最后,通过典型案例分析,对该模型的应用路径进行具体阐释。结果 红色叙事与用户共情相融合的设计是基于用户认知确定叙事主题,基于用户情感确定叙事内容,基于用户行为确定叙事方法,进而促进用户自觉传承红色文化,实现叙事目的。结论 叙事与共情的融合,为红色文创产品设计提供了新的视角。此模型有利于增强产品的吸引力与感染力,提升红色文化的传播力与社会认同度,从而实现社会价值与市场价值的统一,推动红色文化的传承与创新发展。
Abstract
Red cultural and creative products must effectively integrate the social value of "red culture" with the market value of "user needs". The work aims to explore a design pathway for integrating narrative and empathy into cultural and creative products from the perspective of their fusion, in order to enhance users' emotional identification with red culture and promote its effective dissemination and development. Firstly, through literature research, the limitations of current red cultural and creative design studies were clarified, and a design method integrating "narrative" and "empathy" was established. Next, from the perspectives of narrative design (theme, content, method, purpose) and empathetic design (cognitive, emotional, behavioral), the process and dual value orientation of red cultural and creative product design were analyzed, leading to the construction of a design strategy and model deeply integrating narrative and empathy. Finally, the application pathway of this model was elaborated through the analysis of typical cases. The design integrating red narrative and user empathy involved determining the narrative theme based on user cognition, the narrative content based on user emotions, and the narrative method based on user behavior, thereby encouraging users to consciously inherit red culture and achieve the narrative purpose. The integration of narrative and empathy provides a new perspective for the design of red cultural and creative products. This model helps enhance the appeal and emotional impact of the products, and improves the dissemination and social recognition of red culture, thereby achieving the unity of social value and market value, and promoting the inheritance, innovation, and development of red culture.
关键词
叙事 /
共情 /
红色文创产品 /
设计
Key words
narrative /
empathy /
red cultural and creative products /
design
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基金
国家社科基金西部项目“毛泽东用典的范本价值研究”（25XKS005）
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