Research On The Rejuvenating Design For The Dragon Boat Festival Culture Based On Semiotics Theory

In the context of diversified social and cultural backgrounds,how to continue and express traditional festival culture is a topic that China must face today,and also a challenge that designers must face directly.The increasing attention of contemporary young people to traditional culture has provided a new breakthrough for the innovative development of translation.In the current era of rapid development of cultural undertakings,how to inject fresh blood into the traditional foundation,translate traditional festival culture into an orderly and youthful way,and create products that can not only meet users’ material consumption demands but also have high-quality spiritual and cultural connotations,in order to continue the vitality of traditional festival culture is a topic worth researching and exploring.Therefore,from the perspective of modernization,youthfulness,and daily life,the Dragon Boat Festival will be taken as the research object for cultural translation,Generation Z will be the target audience for translation,and intelligent life products will be used as translation media carriers.Based on interdisciplinary theoretical knowledge,this study will attempt to explore the youthfulness translation design methods and paths of festival culture in product design.In the stage of theory and design research,first of all,we studied the relevant theories of semiotics,defined the concept of semiotics,and combed the four dimensions of design semiotics to interpret symbols.Secondly,the concept and content level of cultural translation were summarized and summarized.Through analyzing traditional cultural innovation design cases,three basic methods of cultural translation were summarized: direct application,indirect transformation,and metaphorical association.Then,it clarifies the relationship between design semiotics and cultural translation,and defines this cultural translation.Starting from the historical origin and hierarchical division of the Dragon Boat Festival culture,this paper summarizes the composition,external representation,and spiritual core of the Dragon Boat Festival cultural symbols,and thus constructs the Dragon Boat Festival cultural symbol system.Through desktop research,a preliminary understanding of the universal characteristics of the target group was conducted,and a survey questionnaire and in-depth interviews were conducted to understand the attitudes,behaviors,cultural needs,and lifestyles of Generation Z’s young population towards the Dragon Boat Festival.The representative cultural symbols of the Dragon Boat Festival with the deepest group perception and identification were selected,as well as the demand orientation for Dragon Boat Festival related products.In the design strategy and practice stage,a modern translation product design model of the Dragon Boat Festival cultural symbols was constructed,and the path of translating the Dragon Boat Festival culture into modern times was elaborated in detail.After sorting and screening representative festival cultural symbols,they were fully interpreted from multiple dimensions,and a design factor library of Dragon Boat Festival cultural symbols was constructed.The Dragon Boat Festival culture was layered and translated into products through emotional levels.Propose three design strategies for the translation of Dragon Boat Festival culture,namely,the material layer translation can reasonably apply Dragon Boat Festival cultural symbols to awaken users’ visual perception and perception,the behavioral layer translation can flexibly integrate into traditional behavioral methods to stimulate users’ cultural interaction experience,and the spiritual layer translation can construct multiple sensory channels to create narrative situations and trigger users’ emotional memory.Four design principles have been clarified,including aesthetic appreciation of cultural expression forms,emphasis on cultural content selection,natural integration of cultural interactive experiences,and modern adaptation of cultural connotations.Based on design strategies and principles,through modular design methods,traditional and modern experience modes are naturally integrated into product design.Through the combination of serialized products,the design practice of the "Ai Shu" Dragon Boat Festival cultural life small home appliance product system is completed.Based on the semiotics theory of cultural translation and design,this study constructs the Dragon Boat Festival cultural symbol system,the product design model of Dragon Boat Festival cultural symbol translation and the factor library of Dragon Boat Festival cultural symbol design,proposes translation design strategies,and applies them to the design practice of the life products of Generation Z,which is conducive to promoting the innovative development of traditional festival culture in the cultural context of the new era,and provides reference for the design of related cultural translation.