Research On Cultural And Creative Design Based On Emotional Design

In recent years,cultural and creative industries have developed rapidly and gradually become a key industry to measure the harmonious and unified development of a country’s economy,culture and environment.However,as the scale of the cultural and creative market continues to expand,some problems such as homogenization of design and relatively rigid use of cultural elements have also emerged.Therefore,it is crucial for the cultural and creative industry to understand and explore the cultural and artistic elements in ethnic arts and crafts,combine them creatively with new era products,and design products that meet the functional and spiritual needs of the new generation of consumers.This paper takes emotional design as the theoretical guidance,selects Tibetan traditional painting art—Thangka as the practical object,integrates and analyzes its origin and development,composition measurement,color matching,theme patterns,etc.,and explores the design integration points.From the perspective of three levels of cognition(instinctive level,behavioral level and reflective level),we analyzed and explored the emotional design principles of thangka cultural and creative products,and came to the following conclusions:First,the instinctive level requires the creator to focus on the combination of multi-sensory factors to deepen the user’s first impression of the product,such as the selection and generalization of patterns,the continuation of special materials,and the integration of Buddhist incense culture.Second,the behavior level focuses more on the cultural experience of product functions,which can be done by combining the cultural customs and functional roles of thangka art with the functional attributes of cultural and creative products,using digital technology,etc.to enhance the consumer experience.Third,the reflective level mainly emphasizes the emotional value of the products,which can be continued by injecting the cultural connotation of thangka into the cultural creation products through the construction of the cultural creation brand.Guided by the above-mentioned emotional design principles of thangka art and creativity,we have carried out design practice and produced a set of(nine)dynamic posters of Tangka colorful and auspicious patterns,the 2023 Tangka New Year art and creativity series(Including AR red envelopes,calendars,couplets,masks,etc)and the brand design of Thangka Art Museum,which provide practical cases for cultural communication,brand building and related art and creativity product design of thangka art.The research on the application of emotional design in thangka art and creative products can help the development of China’s ethnic arts and crafts creative industry and promote the inheritance of Chinese traditional culture,and can also enhance the emotional value and user experience of ethnic arts and crafts creative products to meet the emotional demands of consumers.