Research On Fenjiu Cultural Product Design Guided By The Emotional Needs Of Youth

This paper aims to summarize the cultural and historical development of Fenjiu,decode the spiritual core of Fenjiu culture,analyze the characteristics of the emotional needs of young people,take Fenjiu as the research content,the young people as the design orientation,combine the high unity of the emotional needs of young people and Fenjiu cultural spirit,explore the method of combining the enterprise with the cultural background and the product design.This article is intended to provide certain reference value for guiding youth emotion consciousness,strengthening youth cultural self-belief,enhancing Fenjiu culture influence,promoting our country cultural strategy to step-forward development.This paper uses the three-level theory model of social psychology to analyze the characteristics of young people’s emotional needs.Semantic difference method of Kansei Engineering was used to carry out emotional image experiment.The experimental data were imported into SPSS program for validity verification and factor principal component analysis,and emotional semantic words of "cultural,trendy,beautiful and interesting" were obtained.Applying Norman’s emotional design theory,this paper interprets semantic words from three dimensions of instinct,behavior and reflection,formulates the design principles of Fenjiu cultural products,and proposes the design methods of "innovative modeling and color expression","integration of interactive elements" and "cultural conformity reappearance",so as to carry out design practice.Finally,the 7-level scale method was used to evaluate and verify the design scheme.The results show that the proposed design method has good practicability and meets the product design expectation.Through the above research methods and theories,this paper explores the path of the effective combination of youth emotional needs and emotional product design,which is conducive to the study of product design strategies for youth groups,and contributes to accelerating the distribution of Chinese cultural industry,promoting the development of traditional Chinese culture,and promoting the implementation of the national cultural confidence strategy.