Research On Innovation Of Visual Elements And The Design Of Cultural And Creative Products Based On User Experience Of The Old Shanghai Calendar Advertisement

In the context of the global development of cultural industries,China’s policy of establishing a nation through culture means that cultural competition among cities will become one of the most important factors driving urban development in the future.Shanghai style culture occupies an important historical position in the history of China’s cultural development,and the application of the traditional Shanghai style cultural elements in the old Shanghai calendar advertisement is mature and adequate,and the old Shanghai calendar advertisements are the third batch of intangible cultural heritage items in Shanghai,which are of great value for research and inheritance.This project takes the old Shanghai calendar advertisement as the research object,the innovation of visual elements of the old Shanghai calendar advertisement and the design of cultural and creative products as the research target,from the perspective of design,combing the development of the old Shanghai calendar advertisement and summarizing the artistic characteristics of visual elements in it.Based on the theory of user experience,the user experience elements in the old Shanghai calendar advertisement cultural and creative products are analyzed by using AHP hierarchy analysis method,and the demand priority of the cultural and creative product design is obtained by using QFD quality function development method.After that,we combined the results of user research analysis and design requirements prioritization to produce the design strategy for the old Shanghai calendar advertisement.Finally,according to the design strategy,the design practice of visual elements innovation and creative products of the old Shanghai calendar advertisement is carried out,and the path of its inheritance and innovation in contemporary creative product design is discussed,which provides some reference for the redesign of traditional visual elements and the innovative design of creative products based on regional culture.