Study On The Application Of Morphological Semantics In Cultural And Creative Products Design

The prosperity of cultural and creative industries has driven the development of cultural creativity product market.At the same time,consumers also put forward higher requirements for the quality of cultural creativity products.Therefore,cultural creativity products need to put forward more and deeper thinking from the design level,enrich the expression forms of culture,and enhance the cultural value and economic value of cultural creativity products.Morphology semantics studies the relationship between essence and morphology.Research on creative product design based on morphology semantics can enrich the cognition of product semantics,show the cognition,stability and innovation of creative product,and enrich the market of creative product.Firstly,by analyzing the development history of cultural and creative industries and the current situation of research on creative product design in China,and combining with morphological semantics,this paper summarizes the morphological and linguistic features of creative products,namely,symbolic features,perceptual features,cognitive features,unified features,logical features and innovative features.Secondly,it constructs the morphological semantic structure framework of cultural creativity products,which is based on morphological structure and constructed from three aspects of three-dimensional semantics,motion semantics and emotional semantics,laying the foundation for the morphological transformation of cultural connotation.Based on the morphological and linguistic features of creative products,this paper summarizes the morphological and semantic expression principles of creative products,namely,the principles of accuracy,vividness and innovation.Then,combining with the analysis of the form transformation of culture,the form innovation methods of creative products are summarized as "similar","opposite","generalization or exaggeration" and "association or imagination",which enriches the design methods of creative products from the perspective of form semantics.In this paper,through the methods of literature research and iconography research,a large number of examples of creative products are analyzed,and the research results are tested by creative product design practice with morphological innovation as the goal.