Research And Practice On The Derivative Design Of Liangzhu Museum Introducing Cultural Semiotics

In recent years,the museum derivatives industry has continued to innovate and rejuvenate,and people’s attention to museum derivatives has also continued to rise.The Liangzhu Site and Museum are the epitome of China’s five thousand years of civilization history,including many precious cultural relics and archaeological achievements.Therefore,this project hopes to dismantle and expand the culture of Liangzhu Museum through cultural semiotics theory,pay special attention to the transmission of cultural symbols at the expression level,clarify the spiritual connotation of the derivatives of Liangzhu Museum,convey oriental aesthetics and art,and create the brand image of the Liangzhu museum,meanwhile also provide new ideas for the design of museum derivatives.First,through reading a large number of books and documents on cultural semiotics,Liangzhu culture,and museum derivative design,I sorted out the theoretical research content applicable to this research.The cultural semiotics can well reveal the process and characteristics of cultural transmission,and can use this as a guiding direction to dismantle the visual text,behavioral text and spiritual text in Liangzhu culture.Then using the common rhetoric techniques in language texts-metaphor,exaggeration,parallelism,etc.,to guide product design,reform the methodology of systematic and innovative museum derivative design,and become the basis for guiding the research of this subject.Secondly,this article takes the Palace Museum,British Museum,Suzhou Museum,and National Museum of China as cases.It focuses on selecting derivatives with higher sales and better comprehensive evaluation,analyzing their design techniques and commercial value,and discovering the currently popular museum derivatives.It is found that the currently popular museum derivatives are mostly daily necessities and daily stationery,and they have the cultural characteristics of the museum.On the basis of case research and analysis,the future development trend of museum derivatives is drawn-that is,the functions of commercial promotion,industrial development and cultural communication shall be taken into account.Next,through the concept of cultural semiotics and its guidance on product design,this article integrates the product design process and the design methods of existing derivatives,and constructs a set of innovative and feasible design methods applicable to museum derivatives.To a certain extent,change the current situation of uneven design of museum derivatives,it is hoped that the uneven design of museum derivatives can be changed to a certain extent.The derivatives design process is divided into three levels: "strategy level","presentation level" and "application level",focusing on the application of cultural semiotics in the presentation level of derivatives design.The task of the strategic level is mainly to analyze competing products and research on target users,and to accurately position the product market through telephone interviews,questionnaire surveys,site visits,and network information collection.The presentation level is mainly developed from three parts: cultural text disassembly,cultural text expansion and visual image creation,and finally outputs museum cultural derivatives with visual beauty and spiritual beauty.In the background of the vigorous development of museum derivatives,this topic is aimed at cultural output and commercial needs,using the theory and connotation of cultural semiotics as theoretical guidance,and introduces the design process of museum derivatives.According to the cultural semiotics theory,the author disassembled and expanded the symbolic text of Liangzhu culture,and is hoping to provide theoretical directions and suggestions for the spread of Liangzhu culture and the design of museum derivatives in the future,and promote the spread and development of Liangzhu culture.