| As one of the categories of product design,cultural and creative products integrate unique culture into product design through creative design,which improves the aesthetic and cultural added value of products.Cultural and creative products play an important role in the development of cultural industry,which makes it more meaningful to study the design of cultural and creative products.To tales,the author of this paper as the main body of the fusion of folk culture and modern culture creative products as the research subject,the most widely circulated in the Shandong folk tale works-"the butterfly lovers" as an example,discusses the design elements of extraction and analysis,and through the "external,material","behavior,customs," the spirit of "invisible," three different levels of gen design method,with the modern product integration,based on the Shandong folk story wen gen product design provides a new thinking method.First,Butterfly Lover contains a variety of story elements,so there are difficulties in the actual operation of element extraction.According to the script of butterfly lovers drama,this paper divides it into five story sections.Through the analytic hierarchy process,the numerous story elements in each story section are gradually analyzed from the three levels of color domain,environment domain and plot domain to select the characteristic color,environment and plot of each section.Second,summarized the characteristics of the selected story elements to explicit,implicit design factor,and choose a different dominant factors or hidden factors as design point,use a different design rhetoric semantic transformation,will from the recessive factor of five stories show,through the design semantics into keywords in preparation for the designThirdly,conceptual design is carried out by means of "visual" expressive design and "experiential" functional design,and five different conceptual products are designed from five story sections for comparative analysis.The conclusion is drawn that a new method for the design of cultural and creative products is to combine the representative visual symbols in the five story sections with the design keywords derived from the transformation of design semantics,and the in-depth design of the cultural and creative products of butterfly lovers is carried out.All of the above work,it is based on the story of "butterfly lovers" the visual element transformation,and based on the culture of creative product design elements of the folk tales of acquisition and innovation methods of theory research and practice,to verify the hierarchy analysis "visual symbols and using the method of design the rhetoric semantic relationship between keywords" experience "of the design of combining the feasibility and effectiveness of design method based on Shandong folklore culture creative product development and design provides a new train of thought,play a guiding role. |
