Research On The Application Of Collective Memory In Modern Product Design Activities

In the view of social phenomenon as the "Old Shanghai people" sharing their life of childhood, based on the "Shanghai nursery rhyme" memories when people recall the past happy experience, a modern product design theory based on the theory of the collective memory in built up from the designer’s point of view. The aim of this research and design practice is to make consumers recalling the happiness of childhood which are commonly experienced by a certain group when they are watching or using the product, and thus arouse the group’s resonance, enhance group’s cohesion and individual sense of belonging. This paper attempts to seek to the methods of combining the collective memory and modern product design, through further study of the theoretical characteristics, achieving foundation, the construction elements and other aspects of social value.Firstly, studying the memory mechanism from different perspectives, and from rational level up to emotional level, the memory’s aesthetic and nostalgic complex are discussed. And in the same time, the relevant research about memory is expanded from individual up to society. Secondly, the paper describes the development and trends of modern product design activities, and then analyzes the significance and feasibility of combining collective memory theory with product design theory. Finally, based on the collective memory of the product design methods some design practice is finished.This paper seeks to explore a new perspective which is based on the collective memory of modern product design activities, and six ways for building methods of basic scene are provided by specific research, and then refining the construction process. Also it is noted that one larger or more different scenes for consumers can be built based on the basic scene, and at last leading to collective resonance.Based on the above theory, Shanghai souvenir series development and design practice are finished. It is designed to stimulate the generation of old Shanghai to recall wonderful childhood memories, and then enhancing the sense of identity and belonging. Also it reflects the designer’s social responsibility and can be used in the design conceptual stage to stimulate the creative spirit and innovation ability of designs.