Research On The Design Of Cultural And Creative Products For The Spring Festival Based On Empathy Theory

With the rapid development of social economy,people's spiritual and cultural needs have shown a substantial growth trend,and the Spring Festival culture and cultural and creative industries have begun to receive general attention.However,there are still phenomena such as lack of cultural connotation,serious homogeneity,and inaccurate user demand mining in Spring Festival cultural and creative products.Therefore,this study proposes a design strategy for Spring Festival cultural and creative products from the perspective of user needs.This study takes Spring Festival cultural and creative products as the research object,takes user needs from the Spring Festival perspective as the entry point,and uses empathy theory to explore the deep-seated needs of users when experiencing Spring Festival cultural and creative products,so as to generate design strategies to guide design practice.The thesis is mainly divided into the following three parts:(1)Through the collection of literature and pictures related to Spring Festival culture and Spring Festival cultural and creative products,the empathy phenomenon in Spring Festival cultural activities was summarized,and the empathy in visual language and behavioral expression empathy were elaborated respectively.Determining innovative design based on emotional needs has laid a foundation for the introduction of empathy theory in the design of cultural and creative products for the Spring Festival.(2)Through a large number of relevant literature studies,summarize the specific steps,research methods and tool use of empathy theory,and select empathy observation method,empathy interview method,and role-playing method to obtain 32 Spring Festival cultural and creative product user needs.Then use the Kano model to analyze user needs,prioritize the need items,build a user demand hierarchy model,and provide a basis for generating the Spring Festival cultural and creative product design strategy.(3)Taking the four aspects of fun,participatory,story and individualization as the starting point,combined with a large number of classic Spring Festival cultural and creative product cases,summarize and generate Spring Festival cultural and creative product design strategies.Finally,using the red envelope as an example,the design strategy based on the empathy theory is applied to design practice,and visual design and design evaluation are carried out to demonstrate the effectiveness and feasibility of the design strategy.This research breaks through the design ideas of traditional Spring Festival cultural and creative products,proposes to combine empathy theory with Spring Festival cultural and creative products,establish a matching relationship between user needs and product attributes of Spring Festival cultural and creative products,and build a process and method for creative design of Spring Festival cultural and creative products,And finally designed Spring Festival cultural and creative products that meet the emotional needs of users,which adds new methods and new ideas to the design of Spring Festival cultural and creative products.