Design Research On The Use Proportion Of Cultural Elements In Cultural And Creative Products

Consumers can understand the cultural connotation of the product through the "message" delivered by the product.Through literature discussion and design research,it is demonstrated that the application of cultural elements directly affects the attractiveness of the product to consumers.This study uses the cultural and creative products on the market as the research object,and takes the ratio of direct use and indirect use as the starting point of the research,and explores the preference range of consumers’ use of cultural elements through consumer preference for cultural and creative products..Through the establishment of specific quantitative numerical interval,further explore the relationship between the use ratio of cultural elements and consumer preferences.The thesis is divided into three main parts: design research link,design practice link,and design verification link.The design and research link is divided into four stages.The first stage is the literature discussion,discussing and defining related literature such as culture,cultural element extraction,and cultural element application to define the research questions and hypotheses;the second stage is the screening of qualified literature Creative products are used as samples for consumer preference testing.Through expert questionnaires,24 cultural and creative products are selected as experimental samples,and they are divided into 6 groups based on the proportion of directly used elements.In the third stage,consumer preference survey,the survey process collects 152 valid questionnaires in the form of sample surveys,and analyzes the questionnaire data to find that the proportion of directly used elements "61～70%" is the group with the highest consumer preference,and consumers are obtained Elements with a higher degree of preference use a proportional interval.In the fourth stage,the “Consumer Preference Reason Recognition Questionnaire”was implemented to explore the“61～70%”range of preference factors,and 72 valid questionnaire data were analyzed,and it was found that consumers’ demand for cultural and creative products was concentrated in “culturally related needs”.,Which is mainly reflected in the degree of association between the application of cultural elements such as artistic conception,decorative patterns,colors and cultural connotation during product design.Consumers can quickly identify the cultural connotation,meaning and artistic conception behind the product.Secondly,compared to the overall design performance of the product,consumers pay more attention to the design performance of cultural elements applied to the part of the product.Through comparison,it is also found that consumers’ recognition of the correlation between functional elements and cultural connotations is higher than the actual use of functional elements.In the design practice link,carry out the design practice of the "Zhuangyuan Zongzi" gift box.The plan design includes trademarks,slogans,gift box packaging and other parts.The priority of the design elements used refers to the conclusion of the second phase of the experiment.The elements directly used in the design come from the champion.The cultural amusement customs "champion chip",the image of the champion,and the scene of the champion in high school,indirectly use elements such as the happy atmosphere of the champion/test success,the meaning of wish/pray for the success of the test,and the Dragon Boat Festival blessings.Pass the blessings to the candidates through the product,and feel relaxed.In the design verification link,the design plan and the sample product are mixed and verified.The design verification is divided into two parts.The first part is consumer interviews to understand consumers’ recognition of the cultural elements applied in the"Zhuangyuan Zong" plan,and calculate " The direct elements of the Zhuangyuan Zongzi scheme accounted for 66.67%;the second part is a survey on consumer preference.The score of the Zhuangzi Zongzi gift box scheme in the“Zhuangyuan Zong”scheme was 3.72(Mean=3.72)in consumer preference,indicating that 61～70% were consumption The proportion of elements directly used by the readers is of reference value for the design of cultural and creative products.Based on the above results,the proportion of direct element use "61～70%" is the proportion of elements with higher consumer preference.It is hoped that the research results can be used as a reference for the development of cultural and creative products to enhance the diversity and design of cultural and creative products value.