Xiaoning Xu
xuxiaoning26@163.com
Shandong University of Arts and Design
Jinan, China
2022 China Cultural and Creative Industry Market Demand Analysis Report indicate that in 2022, the retail scale of China’s cultural and creative products market will reach 72.3 billion yuan, with a compound annual growth rate of about 11.26%, in the next five years and 110.8 billion yuan in 2025.This means that the Chinese market has a huge demand for cultural and creative products.However,cultural and creative products need to constantly improve their innovation ability to meet the marketing demand and strengthen the cultivation of cultural and creative talents.
Xu and Fu (2022)suggest that people’s daily cognition is generally oriented towards pursuing a higher level of emotional experience. The emotional design should meet the needs of high-level emotional experience. Emotional design based on the emotional needs of the people ,so that people can generate communication when using the product(Xu and Fu, 2022).That’s why more and more designers pay much attention to how to meet the emotional needs of people.
Yang(2022) discussed that human emotions are very rich, when people have such needs and expectations, after being satisfied, there will be happy, joyful and satisfied. Otherwise,there will be sadness, distress, depression etc., Emotion will affect both cognition and our behaviour. In particular, some distinctive and strong emotions will have a great impact on our cognition.He and Zhang (2021)discussed that Emotion is a kind of physiological reaction decided by the needs and expectation. ‘Emotional Design’ was first developed by Donald Norman(2005), which aims to solves the problem of product practicality and vision. In his book the emotional design is divided into instinct layer, behavior layer and reflection level.The instinctive level based on a product of audio-visual perception which can make the audience have good experience.The level of instinct is reflected in whether the product is beautiful. Aesthetics is the important factor that people choose cultural and creative products. Affective design of behavior level refers to effective, usable and easy to use products, the interactive between people and objects,enhance the experience. The reflection level shows that the highest level of emotional cultural and creative products should be defined unforgettable experience and far-reaching design to generate in-depth understanding and enlightenment between the products and people.
As above mentioned that in today dazzling cultural and creative products market, the market need to develop more and more talented designers,who will apply proper emotional design methods to design the impressive cultural and creative Products. So this paper aims to discuss how to exploration creative emotional design method from the perspective of cultural and creative products. The paper will includes two parts: the design strategies of emotional design and how to develop the talents who will concentrate on the cultural and creative products design.
In SUAD, as to the major of Cultural Industry Management(design management direction), the cultural and creative products design usually is one part of the Brand Strategy Module (Table 1). The degree will be offered by SUAD school of Humanities and Arts. Basically all the students will be trained to get the theoretical reserve of emotional design. However, there still exists problems in the cultivation of cultural creative design talents. Such as the teaching situation is not connected with the cultural and creative market. The teaching process of cultural and creative design is not connected with the production process of cultural and creative products, there is no systematic method to teach students how to design popular cultural and creative products.
In the future all the students of Cultural Industry Management should know that emotional cultural and creative products design needs to base on the following strategies (Yang,2022): First of all, in order to meet the emotional needs of tourists, we need to make certain innovations in visual expression. For example, material, image, text, color, modeling and other aspects are the most basic levels of emotional design. On the basis of fully considering consumers’ psychological and emotional needs, cultural and creative design can realize creative graphics and match words and colors to establish an emotional bond between consumers and the cultural and creative product through the processing of information. Secondly,Give feedback to the product, and then improve the emotional experience. Feedback and evaluation of cultural and creative product, which reflects the interactivity and experience of products, which is the behavioral level of emotional design.Lastly,we need to follow the principle of diversification in the way of publicity, and then strengthen emotional care. It is the highest level of emotional design to elicit the emotional resonance of people by extracting cultural symbols of cultural and creative design, so as to perceive the cultural images in products and decide whether to experience again. At this level, consumers themselves should be considered, and on the other hand, the cultural significance of products should be emphasized.
In the following design practice, we should continue to combine the theory of emotional design to the cultural and creative product practice, and try to investigate a few effective design methods apply to the development of cultural and creative products talents.
| Year Semester | Module | Module | Module | Module | Module |
|---|---|---|---|---|---|
| 1/1 | The Introduction of Design Management Industry | Design Expression | Sociology of Design | ||
| 1/2 | Thesis Writing Method-ology | Design Software (optional) | Design Anthropology | Information design Research Methodology (Major)* | Innovative Thinking (Major)* |
| 2/1 | The Introduction of Management | Design Process | Introduction to Industrial Economics | Research Methodology (Major)* | Consumer psychology Market design and planning Brand Strategy (Major)* |
| 2/2 | Commercial copy writing | Marketing Management | Regional cultural design (optional) | Market design and planning | Customer Value (Major)* |
| 3/1 | Design Strategy | Design industry policy research | Design Management Case Study (optional) | Brand Strategy (Major)* | Service Design (Major)* |
| 3/2 | Principles of Design Industry Planning | Special Topics of Design Management(optional) | Design Organizational Management (Major) | Design Project Management (Major) | |
| 4/1 | Cultural and Creative Industries (optional) | Design Management Project Practice (Major)* | |||
| 4/2 | Design Management Project Practice (Major)* | Design Management Thesis (Major)* |
NOTE: * mean
References
Liu Zhensheng & Bi Duo.(2010). Analysis of Product Experience Design in Service Economy, Decoration, 4, 86-87.
Yangshuai.(2022) .Research On Dunhuang Flying Astronomical Creation Design Based On Emotional Design. Design, 6, 59-61.
He keke, and Zhangwen.(2022) .Research on Tableware Design for Preschool Children Based on Emotional Concept. Design, 34, 17.
Donald A.Norman(2005),Emotional Design. Newyork:Basic Books
Xu Xinyue, and Fu Kaili. (2021) Research on emotional design from the perspective of embodied cognition.Research on Art Education, 17, 109-111.
Fang Bingjing.(2022).Research on Cultural Creative Design Talent Training Mode Based on “Integration of Industry and Education” under the Background of Cultural Tourism Integration.Tourism Overview, 6,45-48.
Wang Jiahao, and Zhaoben (2020). On the Application of Cultural Creative Design in College Art Education”, Artists, 5, 111.
Xiaoning Xu is associate professor at Shandong University of Art and Design.She took part in many research projects such as Research on the development strategy of arts and crafts.
Xiaoning Xu received her BA Degree (Graphic Design) from Shandong University, and her MA Degree (Design Management) from Staffordshire University UK.
She specialising in design management areas such as branding design, emotional design, and design responsibility.
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