Research On The Design And Application Of Traditional Chinese "Nian" Cultural And Creative Products Based On Consumer Demand

With the rapid development of economy,people's material life has been greatly improved,people's demand for life has also changed from basic necessities to higher spiritual enjoyment.As a material carrier that can meet the material and spiritual needs,cultural and creative products are endowed with rich cultural connotation.Therefore,the cultural and creative product design with Chinese "Nian" culture as its connotation,combined with the relevant knowledge of consumer demand and psychology,has a significant role in the promotion of Chinese traditional culture and market development.This study takes the "Nian" culture and consumer demand as the breakthrough point,deeply analyzes the relationship between the design of cultural and creative products and consumer demand.First of all,this paper clarifies the background and the basis of this research,combs the research status in the field of cultural and creative design,consumer demand and year culture,and then expounds the concept of Chinese "Nian" culture and its significance to consumer psychology.Through the excavation of color,pattern and implication,the key points of cultural and creative product design of new year are clarified.The design method of traditional Chinese "Nian" cultural and creative gifts is to learn from the excellent design concepts and design ideas at home and abroad,and to seek the harmonious unity of national and international characteristics.Secondly,from the perspective of consumers' psychological needs,this paper respectively expounds the consumer psychology of "Nian" cultural gifts under the early social background,the consumer psychology of "Nian" cultural products under the background of market economy,and the consumer psychology of "Nian" cultural and creative products under the current social background,so as to clarify the design angle of cultural and creative products.Thirdly,it analyzes the classic cases of cultural and creative products,such as the Forbidden City,the original Shangcheng City,and bubble mart,so as to fully learn from the mature cultural and creative products.Finally,the design and application of traditional Chinese "Nian" cultural and creative products are carried out,and the design considerations are respectively carried out from the originality,national characteristics and design thinking of cultural and creative products.Finally,the design scheme of traditional Chinese "Nian" cultural and creative products is formed.