Exploring Visual Symbols and Emotional Pathways in Trendy Toy Product Design

HU Zhipeng; GUO Fang; LIN Wei

doi:10.19554/j.cnki.1001-3563.2026.08.039

PDF(9683 KB)

Packaging Engineering ›› 2026, Vol. 47 ›› Issue (8) : 461-470. DOI: 10.19554/j.cnki.1001-3563.2026.08.039

Design Discussion

Exploring Visual Symbols and Emotional Pathways in Trendy Toy Product Design

HU Zhipeng¹, GUO Fang², LIN Wei^2*

Author information +

History +

Abstract

Trendy toys have become a significant medium for Generation Z to express emotion and cultural identity. This study, based on Donald Norman's three-level emotional design theory, proposes the concept of "symbolic experience field" to explore the possible paths for visual symbols to generate emotional resonance and cultural identity in trendy toy design. A three-level pathway of "visceral, behavioral, and reflective" was constructed with the emphasis on the dynamic generation and interactive feedback of visual symbols. The research analyzed cases such as Pop Mart's Molly and the "Tianfu Granary-Tianfu Jibao" series from the dimensions of character features, narrative context and regional cultural implications. Results indicate that visual symbols of trendy toys tend to form multi-level emotional resonances in the cycle of sensory attraction, behavioral participation and reflection internalization, and to a certain extent, promote users' emotional projection and cultural identity. The "symbolic experience field" can provide an explanatory framework for trendy toy design and offer certain theoretical and practical references for the localization practice and value construction of agricultural cultural IPs in the context of Generation Z.

Key words

visual symbols of trendy toys / emotional design / Norman's three levels / symbolic experience field

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

HU Zhipeng, GUO Fang, LIN Wei. Exploring Visual Symbols and Emotional Pathways in Trendy Toy Product Design[J]. Packaging Engineering. 2026, 47(8): 461-470 https://doi.org/10.19554/j.cnki.1001-3563.2026.08.039

References

[1] 罗兰·巴特. 符号学原理[M]. 李幼蒸, 译. 北京: 中国人民大学出版社, 2008: 25-27.
BARTHES R.Elements of Semiology[M]. LI Y Z, translated. Beijing: China Renmin University Press, 2008: 25-27.
[2] Michael Lau, Biography, askART, Accessed 30 Mar.2026, https://www.askart.com/bio/Michael_Lau/11289843/index.
[3] 诺曼D A. 情感化设计[M]. 付秋芳, 程进三, 译. 北京: 电子工业出版社, 2005: 63-87.
NORMAN D A.Emotional Design[M]. FU Q F, CHENG J S, translated. Beijing: Publishing House of Electronics Industry, 2005: 63-87.
[4] 李炜. 基于情感化设计的文创产品设计研究——以“苏州园林”设计实践为例[J]. 装饰, 2021(5): 136-137.
LI W.Research on Cultural Creative Product Design Based on Emotional Design:A Case Study of“Suzhou Garden”Design Practice[J]. Art & Design, 2021(5): 136-137.
[5] LIU L, ZHAO H.Research on Consumers' Purchase Intention of Cultural and Creative Products-Metaphor Design Based on Traditional Cultural Symbols[J]. PLoS ONE, 2024, 19(5): e0301678.
[6] JEREMY. Vinyl Will Kill: An Inside Look at the Designer Toy Phenomenon[M]. Berkeley: Gingko Press, 2004.
[7] 刘钊. PCA与叙事设计的传统工艺文创产品设计研究[J]. 家具与室内装饰, 2025, 32(7): 84-89.
LIU Z.Traditional Craft Cultural and Creative Product Design Based on PCA and Narrative Design[J]. Furniture & Interior Decoration, 2025, 32(7): 84-89.
[8] STEINBERG M.A Vinyl Platform for Dissent: Designer Toys and Character Merchandising[J]. Journal of Visual Culture, 2010, 9(2): 209-228.
[9] 谷岩, 陈悦. 能指与所指在革命历史建筑文创中的设计研究[J]. 家具与室内装饰, 2024, 31(2): 102-107.
GU Y, CHEN Y.Research on Signifier and Signified in the Cultural and Creative Design of Revolutionary Historical Buildings[J]. Furniture & Interior Decoration, 2024, 31(2): 102-107.
[10] 百度百科. Molly[EB/OL] (2021-02-23)[2024-12-13]. https://baike.baidu.com/item/Molly/2164254.
Baidu Baike. Molly[EB/OL] (2021-02-23)[2024-12-13]. https://baike.baidu.com/item/Molly/2164254.
[11] 郑慧, 李袁, 王召亚, 等. 档案数字文创产品“桂典典”研发: 文化转译、IP 设计、叙事呈现[J]. 山西档案, 2025(7): 17-24.
ZHENG H, LI Y,WANG Z Y, et al.Development of the Archival Digital Cultural Creative Product "Gui Diandian": Cultural Translation, IP Design, and Narrative Presentation[J]. Shanxi Archives, 2025(7): 17-24.
[12] 泡泡马特. Mega Space Molly 400%中国国家女子篮球队[EB/OL] (2021-02-23)[2024-12-13]. https://www.popmart.com/hk/products/1017/MEGA-SPACE-MOLLY-400%25-%E4%B8%AD%E5%9C%8B%E5%9C%8B%E5%AE%B6%E5%A5%B3%E5%AD%90%E7%B1%83%E7%90%83%E9%9A%8A.
Pop Mart. Mega Space Molly 400% China National Women’s Basktball Team[EB/OL] (2021-02-23)[2024- 12-13].https://www.popmart.com/hk/products/1017/MEGA-SPACE-MOLLY-400%25-%E4%B8%AD%E5%9C%8B%E5%9C%8B%E5%AE%B6%E5%A5%B3%E5%AD%90%E7%B1%83%E7%90%83%E9%9A%8A.
[13] 赵文强, 臧欣慈. 皮尔斯符号学视域下AIGC对文创产品的设计探索[J]. 包装工程, 2024, 45(10): 116-126.
ZHAO W Q, ZANG X C.Exploring AIGC Application in Cultural Creative Product Design from a Peircean Semiotic Perspective[J]. Packaging Engineering, 2024, 45(10): 116-126.
[14] 卢欣宇, 袁曦临, 楚浩然. 高校图书馆文创产品设计文化传递模型及其应用研究[J]. 图书馆学研究, 2024(3): 13-21.
LU X Y, YUAN X L, CHU H R.Research on the Cultural Transmission Model of University Library Cultural and Creative Product Design and Its Application[J]. Library Science Research, 2024(3): 13-21.
[15] 泡泡玛特商业解码, 情绪消费价值几何, MoonFox Data (极光月狐数据), Published 25 May2025, Accessed 30 Mar.2026, https://www.moonfox.cn/en/insight/article/1685
[16] POP MART 泡泡玛特 MOLLY甜心冲浪手手办吊卡, 京东, Accessed 30 Mar.2026, https://item.jd.com/10175640433458.html
[17] POP MART(泡泡玛特中国大陆官网), “MOLLY-开心火车大派对系列”, Accessed 30 Mar.2026, https://www.popmart.com.cn/home/popularProduct.
[18] 杭敏, 黄培智. 文创何以“出圈”: 论传统文化的物质性转化与价值性延展[J]. 新闻与写作, 2024(2): 25-34.
HANG M, HUANG P Z.How Cultural Creativity "Breaks the Circle": On the Material Transformation and Value Extension of Traditional Culture[J]. Journalism & Writing, 2024(2): 25-34.
[19] 皮永生, 夏如松, 彭琬棠. “文物IP+在地非遗”驱动乡村振兴的设计实践研究[J]. 装饰, 2024(1): 48-55.
PI Y S, XIA R S, PENG W T.Design Practice Research on Rural Revitalization Driven by "Cultural Relics IP+ Local Intangible Heritage"[J]. Art & Design, 2024(1): 48-55.