Research On The Design Of Yangzhou Local Cultural And Creative Products In The Context Of New Media

In recent years,new media as a new engine for the development of cultural and creative industry,plays a pivotal role in inheriting Chinese culture and telling tales about China.Regional culture is a special variety which posses both material and spiritual elements,of which different characteristics and expressions provide a rich source of inspiration for cultural creative products.This topic takes regional cultural and creative products as the research object,combines the research perspectives of interdisciplinary disciplines such as art and design,communication and consumer psychology,and actively explores the design strategies of regional cultural and creative products in the context of new media.It aims to create a cultural and creative brand that meets the current aesthetic needs of consumers,and popularizes Yangzhou local culture through interesting IP cultural and creative contents.Firstly,the paper systematically composes the concepts of regional cultural and creative products and new media,and actively explores the key role of new media for cultural and creative channel widening and form innovation with examples.Secondly,combining with questionnaire surveys and user interviews,the paper summarizes the core demand elements of consumers for regional cultural and creative products in the new media context,and tentatively summarizes the design hierarchy.Once again,the design strategies of regional cultural creations in the new media context are discussed in depth from three levels: strategic level,communication level and expression level,combined with market examples and consumer characteristics and needs.Among them,the strategic level starts from brand thinking and builds IP to realize cross-media flow;the communication level integrates four elements of scene,content,community and connection to spread multi-level communication;the expression level focuses on tapping regional cultural elements to create a differentiated consumer experience.Finally,this project selects the most representative Huaiyang food culture which plays an indispensable role in Yangzhou’s local culture,and combines the above strategy theory and practical experience to build Yangzhou’s local cultural and creative brand "Magpie Ruirui".Based on new media platforms such as Tik Tok,We Chat,etc,we aim to create short video science animations and expression packs,create personalized derivative cultural and creative products,further promote local culture and realize the integration and development of local commercial value and cultural value.