| 摘要: |
| 目的 对“红色”视觉符号生产与建构在文创产品设计中的内在逻辑和文化表征进行研究，探索具体的实践方法与路径。方法 以《新华日报》视觉衍生文创产品设计实践中所诞生的经典“红色”范式为研究对象，从“质料”“生产方式”等层面探索“红色”视觉符号的生产与建构，总结和归纳“红色”符号生产与建构的方法。结果 对经典“红色”形象进行分析得出，“红色”视觉符号构建需要依靠文字的效能、重复的力量，以及媒介的想象力，在“红色”视觉符号系统中展开视觉表意的实践，并且从生产的技术分析层面递进到观念层面，通过媒介赋能与融合创新实现“红色”文创产品的诞生。结论 “红色”视觉符号作为传承“红色”基因的媒介载体之一，具有形象的“光晕”，其视觉符号生产与建构需要遵循其自身的内在逻辑。“红色”视觉符号的生产与建构也是一种叙事化的建构，驱动“红色”文创产品视觉符号形象的诞生。 |
| 关键词: “红色”文化 视觉符号 生产 文创产品 |
| DOI：10.19554/j.cnki.1001-3563.2023.22.036 |
| 分类号:TB482 |
| 基金项目: |
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| Production and Construction of "Red" Visual Symbols |
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YANG Chuan1, SHEN Dong2
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(1.Sanjiang University, Nanjing 210012, China;2.Xinhua Daily Media Group, Nanjing 210092, China)
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| Abstract: |
| The work aims to study the internal logic and cultural representation of production and construction of "red" visual symbols in design of cultural and creative products, to explore specific practice ways and paths. With the classic "red" style developed for Xinhua Daily as a model, the production and construction of "red" visual symbols was explored in terms of "materials" and "production methods". Techniques for production and construction of "red" visual symbols were summarized. Analysis of the classic "red" image showed that the construction of "red" visual symbols depended on the power of words, repetition, and imagination in the media, the practice of visual representation of meaning within the "red" visual symbol system, and the movement from the technical analysis level to the conceptual level, to creative "red" cultural and creative products through empowering media and combined innovation. As a way to continue the "red" legacy, "red" visual symbols have symbolic power. The production and construction of visual symbols should follow their own internal logic. Producing and constructing "red" visual symbols is a kind of narrative construction, which drives the shaping of visual symbols of "red" cultural and creative products. |
| Key words: $p#$TAB包 装 工 程#$TAB2023年11月 |
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