Research On The Design Of Regional Cultural Products Based On The Transformation Of Image Symbols

In the wave of developing the cultural industry vigorously,the competition of cultural product design is more and more intense,and the homogenization of product category and style is more and more obvious.Innovation has become the key to win the market.In today's society,with the upgrades of consumption,consumers in purchasing behavior become more and more cautious,people no longer stay in the function of the product demand,and turn towards the more significance of product demand conversely.How to cater to their needs of the new hot spot to design better products which the designers are facing is a major problem in the current academic circle.Throughout the development of cultural product design,there have been "Chinese wind" phenomenon in every field of design in recent years.Many designers and scholars emphasize the national recognition degree that localization of the design reflect on the international stage,and it is also fully consistent with the development strategy of socialism with Chinese characteristics.However,as far as the current market performance is concerned,a large number of products which are similar to the same line pattern have appeared,causing the illusion of market saturation.The reality is that China is a great cultural country with thousands of years of history.The innovation of cultural product design should not only stay on the surface,but it is the right way for designers to design different representative works according to different regional cultures.In fact,the essence of upgrades of culture consumption is the upgrades of consumer imagination,which expressed as the appeal of emotional value of the regional culture products,and the consumers expect that it can help them to understand and memorize the culture value of the products through their own imagination.These intrinsic properties,such as the emotional value,performance from the design imagine.The design image has the different emphasis because of the kinds of the audience demands for product,for example,the appearance,style,and the idea needs of the products.Therefore,to auxiliary the creation of the cultural imagine,this study makes the imagine symbol as a bridge connecting design image and vision of the culture products,and take the " Jinling culture " product design as an application example,and establish the correspondence of the imagine with the Pearce Semiotics that including imagine symbol,indicative symbol and symbolic symbol.The whole process is divided into three stages,including the acquisition of image,the expression of image and the transformation of design symbol.In the stage of acquisition of image,the target is mainly to solve the imagine position of "Jinling culture" products,based on the characteristics of object,purpose,and the consumers.In the imagine expression stage,the aim is to change the imagine into the visual symbols,with the help of structure of the image adjective library and combining with the choice of originality.In the stage of the transformation of design symbol,the main purpose is to decode the symbols and then recode them to converse the imagine on the produce by using simile,metaphor,symbol,abstract,exaggeration and other artistic techniques.In the last part of the application,choose the "Jinling culture" as the theme to provide solution to the culture product design,and through the contrastive results of the evaluation of image between designers and users,to verify the above research results in this paper.Expect that it can bring some positive role on expanding the innovative ideas of the regional culture product design.