基于移情設(shè)計(jì)理念下的秦嶺生態(tài)旅游IP形象設(shè)計(jì)研究

摘要：為了促進(jìn)秦嶺生態(tài)文化保護(hù)及旅游業(yè)的發(fā)展，針對目前文創(chuàng)產(chǎn)品的發(fā)展現(xiàn)狀及不足之處，以移情理念為視角，提出有效設(shè)計(jì)策略，為秦嶺生態(tài)文化的傳承與發(fā)展提供新的思路。根據(jù)調(diào)研和受眾問題反饋，將移情設(shè)計(jì)理念引入文創(chuàng)IP 設(shè)計(jì)，歸納設(shè)計(jì)流程為“觀察-互動-感知”3個階段，從視覺、交互、情感等層面系統(tǒng)性梳理秦嶺文創(chuàng)產(chǎn)品移情輸出設(shè)計(jì)流程。提取秦嶺生態(tài)地域形態(tài)、色彩與文化語義等設(shè)計(jì)要素，明晰設(shè)計(jì)要點(diǎn)，以秦嶺四寶IP文創(chuàng)及衍生設(shè)計(jì)為例，進(jìn)行秦嶺四寶文創(chuàng)IP的視覺形象設(shè)計(jì)。通過移情設(shè)計(jì)對秦嶺生態(tài)元素分析與整理，能夠有效契合受眾的情感需求，將優(yōu)秀的文化元素及情感映射到IP設(shè)計(jì)本身，為受眾賦予秦嶺生態(tài)文化旅游設(shè)計(jì)形態(tài)與色彩，提升文化價值促進(jìn)秦嶺生態(tài)文化的發(fā)展與保護(hù)。

關(guān)鍵詞：移情理念；秦嶺；生態(tài)文化旅游；文創(chuàng)IP；情感

中圖分類號：TB472 文獻(xiàn)標(biāo)識碼：A

文章編號：1003-0069（2024）04-0022-04

Abstract：In order to promote the protection of Qinling ecological culture and the development of tourism， the current development status and shortcomings of the current cultural and creative products， using the empathy concept as a perspective， put forward an effective design strategy to provide new ideas for the inheritance and development of Qinling ecological culture. Based on the research and feedback from the audience， the concept of empathy design is introduced into the design of cultural and creative IP， and the design process is summarized into the three stages of \"observation-interaction-perception\"， which systematically comprehends the design process of the empathy output of Qinling cultural and creative products in terms of the visual， interactive， and emotional dimensions. We extracted design elements such as ecological and regional forms， colors and cultural semantics of the Qinling Mountains， clarified the design points， and took the Qinling Four Treasures IP creation and derivative design as an example to design the visual image of the Qinling Four Treasures IP creation. By analyzing and organizing the ecological elements of Qinling through empathetic design， it can effectively meet the emotional needs of the audience， map the excellent cultural elements and emotions to the IP design itself， give the audience the form and color of the Qinling ecological and cultural tourism design， and enhance the cultural value to promote the development and protection of the Qinling ecological culture.

Keywords：Empathy concept；Ecotourism culture；Qinling Mountains；Cultural IP；Emotion

引言

隨著經(jīng)濟(jì)社會的迅速發(fā)展，新興特色文化產(chǎn)業(yè)不斷涌現(xiàn)，消費(fèi)者們更注重于追求精神生活，使得社會消費(fèi)結(jié)構(gòu)變得更具多樣性與豐富性，文創(chuàng)IP產(chǎn)業(yè)的發(fā)展也因此變得愈加繁榮[1]。在《“十四五”文化和旅游發(fā)展規(guī)劃》中明確提出，“以文塑旅、以旅彰文”的重要原則，文化旅游的核心，是對魅力文化的體驗(yàn)與感知。在秦嶺生態(tài)文化保護(hù)方面，需要將其與現(xiàn)代人的旅游需求相結(jié)合，以獲得精神享受和愉悅為落腳點(diǎn)。而文創(chuàng)IP作為地區(qū)文化和經(jīng)濟(jì)發(fā)展水平的重要體現(xiàn)，是生態(tài)文化保護(hù)與傳承的有效載體，也是地方的文化符號，能夠使得人與人之間的關(guān)系變得越來越緊密。……