文化构成设计方法学研究及应用

发布时间：2018-01-07 15:37

本文关键词：文化构成设计方法学研究及应用　出处：《浙江大学》2016年博士论文　论文类型：学位论文

【摘要】：在市场竞争激烈的现代社会,用户除了关注产品的物质功能,更关注其精神追求,文化体验已经成为产品是否成功的最重要因素之一。作为个体,我们在国际上需要文化识别和认同,国家也希望能扩大中华文化的影响力,这涵盖了价值观的输出以及器物的展示。近几年,包装、建筑、家具、海报、标志、服装和产品各个设计领域均有“中国风”的现象,但是,“中国风”的设计常常会引起争议。很多设计师和学者认为：强调设计的本土化是一种民族自卑感或是自尊心在设计中的双重体现,特别反对把文化符号黏在产品上来表达中国文化。相左的观点让我开始思考：什么条件下适合在设计中融入文化元素?什么样的设计是优秀的文化构成设计,它既能够传达中国文化的精髓和内涵,又能够被受众所感知；既符合现代审美诉求,又能够满足设计的意境要求?本文收集文化构成设计的实验样本,开展了文化意象的认知实验,运用层次分析法、连续模糊KANO模型进行文化意象满意度研究,总结了文化构成设计中的文化意象认知规律。从文化符号入手,构建设计诉求和文化符号属性匹配规则,建立了面向文化构成设计的文化符号资料库检索系统。以“丝路回声”公共交互体验装置为应用案例,验证了文化符号资料库检索系统和文化构成设计方法。本文的主要创新点包括：(1)基于视觉符号层面、行为习惯层面和精神思想层面这三个维度,运用层次分析法对文化意象进行具象认知,运用KANO模型对文化构成设计中的文化意象满意度进行抽象认知,通过定量研究和定性分析相结合的手段,研究不同维度下的传统文化元素与产品满意度之间的关系,传统文化意象的属性品质对提升产品满意度的程度。归纳出以下文化意象认知原理与规律：不同维度下的传统文化元素品质对产品满意度的影响是不同的。文化认知度高的设计,其设计特征多数聚集在视觉符号层的设计要素。但简单的文化符号叠加,不能有效促进产品文化意象和内涵的提升。行为习惯层面和精神思想层面上的传统文化元素品质更能提升产品的文化满意度,并主导着消费者选择文化产品与服务。(2)文化符号是文化构成设计的切入点,总结了文化符号的属性,构建设计诉求和文化符号属性匹配规则：视觉层面的设计要素主要是外形、色彩、材质、肌理、纹样,多数通过视觉感知,认知效果明显,主要通过形态同构原则进行匹配；行为层面的设计要素主要是操作方式、设计不同部件的连接方式,多数通过动作、触觉以及视觉感知,认知效果比外层要弱,主要通过动作相似和逻辑相关原则进行匹配；精神层面的设计要素是人文典籍、思想理念,多数通过精神共鸣感知,有些设计的外层要素也会辅助文化内层的感知,主要通过认知共鸣和内涵一致原则进行匹配。(3)开发了“面向文化构成设计的文化符号资料库系统”,收集涵盖餐饮、动植物、服饰、歌舞剧、建筑、节日庆典、生活器皿、宗教哲学等门类的文化符号100个；凝练体现传统文化内涵的十八个词汇,依据设计师工作流程,建构系统,辅助设计师筛选、匹配和推荐文化符号,用于文化构成设计。
[Abstract]:In modern society, the fierce competition in the market, the user in addition to the physical function of the product, pay more attention to the spirit of the pursuit, cultural experience has become one of the most important factors in the success of a product. As individuals, we need to identify culture and identity in the world, countries also hope to expand the influence of Chinese culture, which covers the values output and display artifacts. In recent years, packaging, construction, furniture, posters, signs, have "clothing and products in various design fields Chinese wind" phenomenon, but the "design China wind" is often controversial. Many designers and scholars think that the emphasis on the design of the localization is a national inferiority complex or is reflected in the design of the double pride, especially against the cultural symbols in the product to express Chinese sticky culture. Coflicting ideas let me start thinking: what are the conditions for the design Integration of cultural elements? What kind of design is an excellent cultural composition design, it can not only convey the essence and connotation of Chinese culture, and can be perceived by the audience; with modern aesthetic appeal, but also to meet the requirements of design conception? This paper collected culture constitute the experiment sample design, carry out the cognitive experiment of cultural images. By using the analytic hierarchy process, customer satisfaction research of cultural images of continuous fuzzy KANO model, summarizes the culture image cognition rule design. From the perspective of cultural symbols, design demands and cultural symbols is the matching rules for the establishment of culture symbol design of the database retrieval system. The Silk Road "echo" for public interaction application of case experience device, verify the system and culture cultural symbols constitute the design method of database retrieval. The main innovations of this paper include: (1) based on The visual symbol level, behavior level and the spirit of the ideological level of the three dimensions, using the analytic hierarchy process to the cultural image of figurative cognition, using KANO model to abstract cognitive culture constitutes the cultural image satisfaction in the design, through the combination of quantitative analysis and qualitative research methods, the study of the relationship between the elements of traditional culture under different dimensions with the product satisfaction, quality attributes of traditional cultural images to enhance the product satisfaction degree. Summed up the principle and rule of the cultural image cognition: the influence of traditional culture elements in different dimensions of product quality satisfaction is different. The design of cultural awareness is high, its design features mostly in the design elements of visual symbol layer. But a simple superposition of cultural symbols, can not effectively promote the image and cultural connotation of product promotion. Behavior level and spiritual thinking The elements of traditional culture quality level of the product can promote cultural satisfaction, and dominate the consumer choice of cultural products and services. (2) the cultural symbol is cultural composition design starting point, summarizes the properties of cultural symbols, design demands and cultural symbol attribute matching rules: the design level is the main factor of visual appearance, color, material, texture, pattern, mostly through visual perception, cognitive effect is obvious, mainly through the form of isomorphism principle, design elements; the behavior level is mainly operation, connection design of different parts, mostly through action, tactile and visual perception, cognitive effect is weaker than the outer layer, mainly through action and similar the principle of matching logic; design elements of spiritual culture classics, ideas, mostly through spiritual resonance perception, some design of the outer factors Will assist the inner cultural awareness, mainly through cognitive resonance and the connotation of the principle of consistent match. (3) developed the "culture oriented form design of cultural symbol database system", collected covering food, animals and plants, costumes, musical, architecture, festivals, life utensils, cultural symbols of religious philosophy and other categories of 100 concise; eighteen words reflect the traditional culture connotation, on the basis of the designer work flow, system construction, designers recommend screening, matching and cultural symbols, for cultural composition design.

【学位授予单位】：浙江大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：J505

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