Online design of cultural and creative products - How to plan and design cultural and creative products?

Cultural Covenant丨Cultural and Creative Links

During the Beijing 2022 Winter Olympics and Winter Paralympics, the mascot of the Winter Olympics "Bingdundun" became one of the cultural and creative It is the "top class" in the world. Related products were sold out in online stores within 3 seconds of being released. There were hundreds of meters of queues at Winter Olympics licensed stores, making it hard to find anything.

Such a scene is not an isolated case. Previously, the "Wheat Potted Plant Unearthed from the Canal" composed of Grand Canal silt and wheat seeds grown along the bank was first launched in the online live broadcast room and sold out instantly. According to statistics, most of the people who buy this potted plant are young consumers.

For all these reasons, the cultural and creative industry has become popular, and China has become the leader because of its rich cultural and historical deposits, showing strong national cultural confidence.

What supports "it's hard to find a piece of cake" is the strength of Chinese culture to go global

Perhaps many people have a question in their minds, why is Bingdundun so popular? It has been online for several days On the hot search, related topics have been read by billions of people. In related online stores on the shopping platform, almost all products with the keyword "Bingdundun" are "Miaokong"; while offline, Beijing Wangfujing Franchise In front of the store, the enthusiasm of queuing up to buy items far outweighed the cold winter wind.

Some people said, "Because its shape is so cute that I can't refuse it." There is no doubt that Bingdundun's shape is indeed cute, and anyone who sees it will feel a surge of joy and warmth in their hearts. .

Then a new question comes again, why is this style so cute and so cute that people can’t put it down?

All good results have a hard work. The process of cultivation is exactly what the saying goes: "Everything in the world is difficult." In fact, the process of creative design is very difficult.

With tight time and heavy tasks, Cao Xue, the leader of Bingdundun’s design team and a professor at Guangzhou Academy of Fine Arts, formed a design team, which originally consisted of 12 graphic design members. The company was formed, and later added two more people to specialize in 3D design. They worked tirelessly and drew tens of thousands of manuscripts, forming more than 50 sets of plans and ideas, from which 16 sets were selected and submitted to the Beijing Winter Olympics Organizing Committee.

The expert group selected 10 plans from nearly 6,000 plans from around the world, and 3 plans came from Cao Xue's team, including the prototype of Bingdundun - a string of candied haws. Candied haws on ice is a northern snack with a down-to-earth flavor. The outer layer of sugar coating can also remind people of ice and snow sports, and this layer of sugar coating is the source of inspiration for the future Bingdundun Ice Shell.

In order to focus on embodying Chinese elements and Winter Olympics elements, they continued to improve the design based on the suggestions of the Beijing Winter Olympics Organizing Committee and relevant experts. After repeated trials and comparisons, they decided to keep only the ice shell and the package inside. The object uses panda as the main body. Because pandas have Chinese characteristics and are very popular around the world, they are more suitable as the prototype of a mascot.

After another exhaustion, the design team found that simple image design is more popular. A panda and a set of ice shells are enough. If it is too complicated, it will cause aesthetic fatigue for the public.

In the end, Bing Dundun was born wearing a helmet and wearing an ice shell. The colorful halo symbolizing the "Ice Ribbon" of the National Speed ??Skating Stadium was embellished on the helmet, making it look futuristic and technological.

Chinese elements and Winter Olympics elements are perfectly combined in this way.

Looking back, this is not the first time that a mascot based on a panda has been used in previous events held in China - the panda "Panpan" was the mascot of the 1990 Beijing Asian Games, and the mascot of the 2008 Beijing Olympic Games. One of the Fuwa "Jingjing", the official logo of the 2017 Chengdu International Marathon, the mascot "Jinbao" of the first China International Import Expo, and the mascot "Rongbao" of the 31st World Universiade in Chengdu all use China's national treasure panda as its mascot.

Calm down and think carefully. Cultural and creative products with pandas as mascots represented by Bing Dundun can be popular both at home and abroad. In addition to the factors of art, technology and fashion, the deeper reason is The cohesion, charisma, radiation and attraction of Chinese culture are increasing - the panda symbolizes the beautiful meaning of peace, unity, friendship and harmony, and also symbolizes the harmonious existence of man and nature. From a global perspective, The panda can be said to be one of the symbols of China.

This proves from another perspective that China not only has cultural symbols and cultural products that can be loved by people around the world, but also illustrates the strength of Chinese culture to go global.

A tea tray tells the story of a virtuous wife

Among the cultural and creative products of the Palace Museum, there is a tea tray that is particularly eye-catching - the Qingliu Qiankun Bamboo Tray.

The shape of this tea tray is a four-petal crabapple flower. Inside the tray is a clump of bamboo, which is elegant and clean. The entire tray is covered with dark green glaze, creating an artistic conception full of fresh air.

The design of this tea tray, a cultural and creative product, is inspired by the "Picture of Bamboo" painted by a talented woman Duan Sheng 800 years ago.

When it comes to Duan Sheng, many people will be unfamiliar with it, but her husband is almost a household name - Zhao Meng\.

Some people commented on this couple. In ancient society, there were not no loving couples, but couples with outstanding talents, like-minded interests, and lifelong love for each other like Zhao Meng\ and Duan Sheng were very few. Duan Sheng's calligraphy style is very similar to that of her husband Zhao Meng\, and he is praised as one of the "Two Madams in the Calligraphy Circle" together with "Mrs. Wei" of Wei Shuo of the Eastern Jin Dynasty.

Zhao Meng\ is a descendant of Zhao Kuangyin, Taizu of the Song Dynasty. He was also an outstanding poet, painter and calligrapher in the Yuan Dynasty. He is known as the "Crown of the Yuan people". Guan Sheng is said to be a descendant of Guan Zhong, a famous prime minister in the Spring and Autumn Period. She is a famous talented woman who can write poetry, calligraphy and painting. In the twenty-sixth year of the Yuan Dynasty (1289), the 36-year-old Zhao Meng married the 28-year-old Guan Sheng. "In the twenty-sixth year, it belongs to me." The happy time after the two got married became the inspiration for Zhao Meng's artistic creation. The golden period - from calligraphy works such as "Returning Words" in running script, "Ode to the God of Luo" in running script, "Stele of Emperor Shi Danba" in regular script, to paintings such as "Water Village Picture" and "Autumn Suburbs Drinking Horses", Zhao has achieved great success. Meng\'s artistic style.

Zhao Meng\ praised his wife as a genius: "You can write poems without studying poetry, you can paint without studying painting, and you can get it from nature." It is said that Yuan Renzong once specially asked Duan Sheng to write "Qian" "Zi Wen", and framed it together with the calligraphy of Zhao Meng\ and Zhao Yong, stamped it with a seal, and specially kept it in the Secretary's Prison.

Judging from Duan Sheng’s extant works, he painted bamboo with vigorous and powerful brushes, natural and unrestrained, vivid and expressive, and a refreshing breeze of righteousness blew in his face.

The painting is like the person, and the person is like the painting. In addition to calligraphy and writing, he is good at everything in terms of virtue, speech, appearance, and merit. He handles household affairs in an orderly manner both internally and externally. He treats guests and responds to worldly affairs with all manners and manners.

In the fourth year of Yanv (1317), Zhao Meng\ was named a first-grade official, and Duan Sheng was also named "Mrs. Wei".

The next year, Guan Sheng fell ill and sought medical treatment in vain. Zhao Meng sent letters to Zhao Meng many times requesting that he take his wife back to the south for recuperation, and the imperial court granted permission. In 1319, they were able to buy a boat and return to the south. When passing through Shandong on their way back, Duan Sheng died of illness in the boat, which was a big blow to Zhao Meng.

A few months later, Zhao Meng\ wrote the calligraphy "Luo Shen Fu". This is Cao Zhi's article expressing the pain of separation between humans and gods. Perhaps Zhao Meng\ had what he had in mind when he wrote this Fu. It was the death of his wife Duan Sheng. Some people said, "Under the exquisitely beautiful ink marks, concealed is a broken heart that cannot let go." Three years later, Zhao Meng died and was buried with his late wife at the foot of Deqing Mountain in Huzhou.

Guan was promoted to prime minister, husband and son, cultivated future generations, and managed the family in an orderly manner. The Zhao family was famous for generations, and seven great painters were produced in three generations. Zhao Yong, Zhao Lin and Zhao Yanzheng were famous for a while. Wang Meng, a great painter in the late Yuan and early Ming dynasties, was the grandson of Duan Sheng. He had been exposed to this kind of family environment since he was a child and was blessed by nature. Wang Meng had a great influence on the landscape paintings of the Ming and Qing dynasties, second only to Huang Gongwang. Later generations compared him with Huang Gongwang and Huang Gongwang. Wu Zhen and Ni Zan are collectively known as the "Four Yuan Schools".

Tradition and fashion collide to create new colors

Many young people have picked up the mini "Luoyang shovel", poured water on them, carefully searched for treasures, and shared their "Luoyang shovel" in their circle of friends. The process of "archaeology"; many parents also buy "archaeological blind boxes" for their children, allowing their children to experience and understand culture while digging for treasures.

If we take stock, we will find that the museum, which has always been cautious and conservative, has been focusing on creatively adapting its classic elements in recent years to create a more approachable and down-to-earth image. From the bronze mask-shaped biscuits in Sanxingdui, to the "Tang Meili" and "Han Yingjun" in the Shaanxi History Museum, to the 卣 dolls in the Shanxi Museum, the cultural relics collected in the museum, the heritage displayed on the earth, and the words written in ancient books It is gradually "coming alive" and becoming a part of current Chinese people's lives.

Cheng can be said to be the king of the old days, the swallow in front of the hall, flying into the homes of ordinary people.

This also shows that rich cultural resources are an indispensable source of popular culture; the creative transformation and innovative development of excellent traditional culture also need to be effectively disseminated through the public including cultural creativity. The path of cultural dissemination allows classics to go out of museums and ancient books and enter daily life, allowing people to be nourished and infiltrated.

In this regard, cultural scholar Zhang Yiwu said that with the sublimation of the Chinese Dream, Chinese people need to have more happiness, more self-identity, and more imagination of a better life. Cultural creativity is a powerful support for a better life and self-identity. "Now has begun a great era in which the Chinese people have a strong need for new creations of cultural creativity. The arrival of this era has been felt from today. Our culture will continue to be brilliant in the sublimation of the Chinese dream." (Mu Duo) Article How to plan and design a product?

The tourism industry and the cultural and creative industry are naturally coupled in terms of theme, content, form, carrier, service, etc. Cultural and creative tourism can enhance the core appeal of tourism products and expand the resource carrier of cultural and creative products. As industrial upgrading and leisure consumption continue to deepen, the tourism planning industry needs to view cultural and tourism projects from a more open perspective.

Based on the "asset-heavy" problem in the development and construction of cultural tourism projects, Yunnan Lvwei Tourism Planning and Design Co., Ltd. takes the research of light-invasive tourism products as its leading feature, through the exploration of characteristic resources and the analysis of cultural charm factors Extract and transform into cultural and creative IP, which runs through the entire process of industrial planning, tourism planning, landscape design, architectural design, engineering construction, investment operations and customer source cultivation.

How to plan and design cultural and creative products?

Many times, cultural and creative products are not easy to sell. The fundamental reason is that the development and positioning of cultural and creative products is deviated. The designers have not conducted in-depth understanding of the consumer groups faced by the products, usage pain points, etc. For research, just take a pattern and simply copy it. This extensive design model will lead to no good sales. The collective dementia of cultural and creative designers in terms of commercial considerations is mainly due to the market environment, but this does not mean It means that designers cannot make products with both cultural and commercial qualities.

Qianzhan Industry Research Institute believes that binding cultural IP is a major focus. It is necessary to explain some more about cultural IP. This type of IP should have a broader definition. For example, the Panda Post Office in Chengdu is presented with pandas as a core. Pandas are formed by the long-term homosocial consciousness accumulated by people across the country. It is a cultural symbol, but it is difficult to summarize it in a specific cultural form.

Traditional product operations focus on traffic, but now the Internet traffic dividend has disappeared. In the new media era, product operations require a new approach. Good content must be the key to attracting attention, and as a text with its own content, Creating a product must be written down here. The rapid development of global cultural creativity has brought good opportunities for the development of Chinese traditional culture. Integrating local traditional culture into product design has become a trend. Tuofu Group demolished Tuofu Building Materials Cangshan Store at No. 5 Lianjiang South Road, Fuzhou City, and built Tuofu Aesthetics Center on the original site with a construction area of ??110,000 square meters, loft office and commercial areas of 45,000 square meters each, and a parking lot of 20,000 square meters. It has " Green, artistic, smart” architectural features. Tuofu Aesthetics Center adopts the plan of "life aesthetics concept, cultivating life quality, and beautiful living space" to operate culture, education, sports and arts, catering and leisure, building materials and home furnishings, and creative design businesses, with the business characteristics of "aesthetic education, food, and beautiful things".