进入21世纪以来，以农耕文化为主导的传统民间地域文化面临前所未有的全球化、工业化、信息化的挑战，仅仅研究传统地域文化及其物化载体的艺术特性和文化价值，无法从根本上解决传统文化艺术的生存危机。传统民间造物文化与工艺作为一种与传统生活方式密切相关的文化遗产，其发展应该与当前经济社会的发展紧密结合。Polanyi在新经济社会学中提出的“嵌入理论”（embeddedness theory）为解读传统民间民俗文化艺术的变迁、传承和发展提供了广阔的视角。该理论认为，文化的边界是开放性的，文化的传承与发展是建构性的。文化只有“嵌入”到经济、制度、权利等社会关系结构中，才能不断被构造、认同、接受和传播，才能实现可持续发展。对传统文化，最好的保护就是开发利用。

文化创意产业（cultural and creative industries）是一种在经济全球化背景下产生的以创造力为核心的新兴产业，是一种强调主体文化或文化因素，依靠个人（团队）通过技术、创意和产业化的方式开发、营销的知识产权。2016年，国务院办公厅专门转发了《关于推动文化文物单位文化创意产品开发的若干意见》，要求文化部、国家发展改革委、财政部、国家文物局等部门为培育和弘扬社会主义核心价值观服务，支持引导开发原创文化产品，打造文化创意品牌。在世界全球化的背景下支持文化的多样性，是工业设计的重要责任之一。面对全球化的文化认同与可持续发展危机，设计更应成为地域文化保护、传承、传播与创新发展的推动者，对不同地域文化的价值观、审美观、生活方式进行深入思考，探索未来生活与情感交流的各种可能性。

文化创意产品涉及的领域非常广泛，本部分的概念设计作品主要集中在以湖南地方区域文化的开发为核心的日常产品创新设计。深入传统文化发源与生长的场域，实地考察、调研、体验和感悟传统地域文化的内涵，理解传统文化在人们的日常行为方式、认知方式、审美情感、哲学价值观中价值，进一步提出设计概念。在传播传统文化的同时，服务于社会大众，让传统区域文化在全球化的社会背景中传播与焕发生机，让日常产品更具文化和美学的灵魂，为人们的日常生活注入文化艺术的精神与灵韵，满足社会大众对传统文化的体验性需求，这是本部分产品概念设计的出发点。

在文化创意产品的概念设计过程中，主要关注两个方面的内容。

首先，“以文化为根”是文化创意产品开发设计的首要原则，深度挖掘传统文化的内涵，是有效提升文化创意产品文化性的重要手段。文化具有三个层次，最表层的是器物层和工具层，是符号的物化表现形式。中层是行为层和组织层，是操作、实施或组织方式。内层是思想观念层，是价值哲学和精神内涵。对传统文化内涵的挖掘，不能仅仅存在于表层的符号或元素层面，不是简单的元素堆砌和符号泛用，而是要挖掘传统器物存在的行为与组织价值、精神与思想内涵，从思想和行为组织层面进行借鉴和开展创新，进一步设计相应的创新产品。文脉的意义在于传承、承接，形式只能作为手段。设计中的文脉，引申为事物在时间与空间上与其他事物的关系，以及由该事物引起、区隔和塑造的人与人（集体中的不同成员或不同阶层）之间的关系。只有脉络清晰，事物或组织间的关系才会明确，事物或组织才会体系化，符合人类的经验或认知，符合人类认知的深层次心理结构。

其次，文化创意产品的设计创新要服务于今天的社会大众。需求是一切设计的生命力。基于传统地域文化挖掘的产品创意设计，不是传统文化的再现、复制与回归，也不是传统手工艺的直接传承和复兴，而是在当代社会背景下，根据社会公众的真实需求，对传统文化的再造、创新与产业化发展，让传统文化服务于信息化、全球化时代社会创新与可持续发展的需要。将传统文化与现代设计相结合，以生活真实需求为目标，基于当前的生产制造模式和商业模式，采用协同创新的方式，跨界整合传统文化资源、现代生活方式需求、“互联网+”背景下的制造与商业模式，是文化创意产品创新设计的有效方法和途径。

“十二生肖”系列婚庆胸针

"Twelve Zodiac" Series of Wedding Brooches

作者：石雅文、王贤杰、杨小娟、韦德孟、王舒雅

Designers:Shi Yawen,Wang Xianjie,Yang Xiaojuan,Wei Demeng,Wang Shuya

指导教师：那成爱

Instructor:Na Cheng'ai

获奖：第四届“芙蓉杯”国际工业设计创新大赛创新设计优秀奖金奖

属相是每个人的“终身伴侣”，人一出生，就与某个属相结下了不解之缘。传统文化认为属相所代表的吉祥物对于人的一生意义巨大。“十二生肖”系列胸针设计，以红瓷和掐丝金属为主要材料，采用十二生肖为造型题材，运用浪漫主义手法，借用具有湖湘文化特色的热烈线条风格，共同烘托出婚礼热烈喜庆又不失个性的氛围。

Zodiac sign is a partner for everyone all their life，it has a mysterious relationship to their life when they were born.Traditional culture believes the mascot which represents the Zodiac sign,is the great significance for human life.The design of "Twelve Zodiac" Series of Wedding Brooches takes red porcelain and filigree metal as the main material and uses zodiac sign as the theme of modeling and with the romanticism and the characteristics warm line style of Huxiang cultural to express the warm festive individual atmosphere of the wedding.

“喜结连理”大红陶瓷

“Tied the Knot”Red Ceramic

作者：罗瑞、邓舜源、秦漪濛、黎世进、李超杰

Designers:Luo Rui,Deng Shunyuan,Qin Yimeng,

Li Shijing,Li Chaojie

指导教师：那成爱、吴志军

Instructor:Na Cheng'ai,Wu Zhijun

采用湖南大红陶瓷和金属为材料的新中式烛台，其造型源于汉代漆器、帛画中自由盘旋的曲线纹样，意为缠绵的连理枝。枝杆上的喜鹊代表着比翼双飞的鸟，蜡烛立于盘绕的鸟巢之上，有共筑爱巢之意。连理枝、比翼鸟是对新人爱情幸福美满的祝愿。作为居家摆件，能营造一种浪漫的氛围。

The new Chinese candlestick combines Hunan red ceramic with metal as it’s raw material.The candlestick’s shape is inspired by the circling curve pattern of Han Dynasty’s lacquer ware,which symbolized lingering twinned trunks.In a similar way.The two red porcelain pies near the nest upon the branches have a hint of the flying wing to wing and building love nest together.The beautiful image and implication of the twinned trunks and inseparable birds can carry happiness and prosperity to new couples.Therefore,such candlesticks,as a home decoration,can create a romantic atmosphere for your family.

拆·猜东巴象形文字卡

Splitting and Guessing Dongba Pictograph Card

作者：李姝慧、孙艳

Designers:Li Shuhui,Sun Yan

指导教师：吴志军、刘雪梅

Instructor:Wu Zhijun,Liu Xuemei

拆·猜东巴象形文字卡既可带给旅客文化体验，也可作为智力游戏文具，还可作为纳西族儿童对照学习东巴象形文字、汉语、英文的识字卡片。对东巴象形文字的部首进行分解和色彩区分，兼具识字和猜字游戏的功能。每张卡片的拆分线形状各异，通过上下契合可找到对应的汉语和英文。卡片正面展示纳西族古老的东巴象形文字和装饰纹样，背面展示丽江现实风景，在远古与现实之间激起游客的遐想和回忆。

Splitting and Guessing Dongba Pictograph card can bring cultural experience and intellectual games to visitors,and it can also become the literacy card for Naxi children learning Dongba hieroglyphics,Chinese,English.The decomposition of the Dongba hieroglyphics radical and the distinction of color realized the function of literacy and word association games.Each card has a different shape of the split line,and can find the corresponding Chinese and English by matching up and down.The front of the card shows the ancient Dongba hieroglyphs and decorative patterns of Naxi,the back shows the scenery of Lijiang,so that it can rouse reveries and memories of tourists between the ancient and the reality.

“爱·绣”IPad保护套

“I ·Show” IPad Case

作者：黄薇、渐康

Designers:Huang Wei,Jian Kang

指导教师：吴志军

Instructor:Wu Zhijun

获奖：湖南省工业设计大赛三等奖

“爱·绣”IPad保护套是一款湘绣与十二生肖相结合的IPad保护套。该设计运用传统湘绣工艺，将十二生肖与IPad 相结合，实现了传统湖湘文化与国际高科技时尚消费品的跨界融合。产品在携带和闭合状态下，赋予消费者传统文化气息；在打开使用状态下，赋予使用者高科技感。一开一合，实现了地方传统文化与国际现代科技、属相文化识别与品牌价值识别等多元文化在时空两方面的跨界整合。

“I ·Show” IPad Case is an IPad protective cover of the combination of Hunan embroidery and zodiac.The design uses the traditional Hunan embroidery process and combines zodiac with IPad to achieve cross-border convergence of the traditional Huxiang culture and international high-tech fashion consumer goods.Products can give consumers the feeling of traditional culture in the state of carrying and close,and can also give users a sense of high technology in the state of open.So that it has achieved space-time cross-border integration of a local traditional culture and international modern science and technology and zodiac cultural identity and brand value recognition and other culture.

即热式智能生活茶具

Instantaneous Hot Intelligent Tea Set

作者：刘米、周伟祥、张映琪、杨程予、程明

Designers:Liu Mi,Zhou Weixiang,Zhang Yingqi,Yang Chengyu,Chen Ming

指导教师：吴志军、那成爱

Instructor:Wu Zhijun,Na Cheng'ai

喝茶是现在年轻人在快节奏状态下的一种生态式的健康生活方式。但是，不同茶叶沏茶工艺的复杂性和沏茶前漫长的等水开过程，让用户的喝茶体验感很差。针对这一点，产品融入硅晶管即热技术，一秒提供热水，并根据不同茶对水温的不同要求，归类后分茶种对水温进行精确控制，实现一键智能科学泡茶，解决用户不懂茶、不会泡茶的痛点。茶具整体元素来自自然，以荷塘为意境，营造用户喝茶时悠然自得的轻松氛围。

Drinking tea is a healthy lifestyle for young people in a fast-paced state now.However,the user's experience of drinking tea is poor because of the complex different process of making tea and a long time waiting for hot water.It uses the silicon tube heating technology to provide hot water in one second,and it realizes the intelligent and scientific way of making water by control the temperature of water exactly after classification of the different requirements of different water temperature of tea,so that it solves the pain point that users do not understand and make tea.The overall element of tea is from the nature and the artistic conception of the pond to create a leisure time for users.(www.daowen.com)

“滩头年画”大字牌

Word Plate Based on “Tantou New Year Picture”

作者：喻百惠

Designer:Yu Baihui

指导教师：吴志军

Instructor:Wu Zhijun

滩头年画是湖南省唯一的手工木板水印年画。本设计拟将滩头年画的传承与产品创新设计相结合，以喜迎新春、纳福履吉为意，选择字牌作为创新设计对象，将传统文化嵌入日常的娱乐产品之中。本设计的主要特色是把滩头年画与字牌相结合，运用滩头年画的元素来改变和丰富字牌的视觉形象。同时，借助字牌，在娱乐活动中传承滩头年画。

Tantou New Year Picture is the only handwood watermark New Year painting that was listed in Hunan province.This design intends to combine the inheritance to the Tantou New Year Picture with the product design,it aims to the culture of celebrating the New Year and fulfillment of fortune.The word plates are chosen as the object of innovation by embedding traditional culture in daily entertainment products.The main feature of this design are the Tantou New Year Picture and the word plate.Using the elements of the Tantou New Year Picture to change and enrich the visual image of the word plate.At the same time,in the recreational activities,it is necessary to inherit the Tantou New Year Picture through the word plate.

基于慢生活理念的咖啡具

Coffee Sets for Slow Life

作者：张淇

Designer:Zhang Qi

指导教师：那成爱

Instructor:Na Cheng'ai

在高强度的城市生活中，人们容易忽视原本应有的生活节奏。与此同时，各种提高速度、便利生活的产品更加分散了人们的注意力。人们时常忘记放慢脚步感受生活、关注心灵，人与人之间也缺乏情感交流。本咖啡用具以天鹅湖为主题，将传统的虹吸壶原理运用其中，使煮泡咖啡的过程复杂化，为人们提供一种健康的慢生活方式，让人们在喧闹的生活中停留片刻，收获慢下来的别样乐趣。

It is easy about people to overlook the rhythm of life in high-intensity urban lifestyles.At the same time,a variety of products of increasing speed and convenient life disperse people's attention.People often forget to slow down the pace to experience life and concern about the mind,and people lack the emotional communication.The coffee with the theme of the Swan Lake and the use of traditional siphon principle is aimed to complicate the process of brewing coffee ,so that it provides a healthy slow life for people to stay for a moment in the noisy life and harvest the different fun.

博多数字化系列容器包装

Boduo Digital Series Container Package

作者：吴延、姚严拯、周伟祥

Designers:Wu Yan,Yao Yanzheng,Zhou Weixiang

指导教师：吴志军、姜太军

Instructors:Wu Zhijun,Jiang Taijun

设计灵感源于博多企业的文化背景，同时“书”是文化的一种载体，也是博多企业的文化思想。在设计过程中充分地将产品与企业文化相融合。果露、果酱、果茶在包装标签上采用数字编号表达，整体采用半包装形式，突出产品形象的系列化、独特性和识别性。

The inspiration of design is from the cultural background of Hakata,and "book" is a carrier of culture and the culture thoughts of Hakata.It integrates the product and corporate culture fully in the design process.The packaging label of fruit,jam,fruit tea use the digital number and the overall use the semi-packaged form to highlight the image of the serialization,uniqueness and recognition.

车用儿童收纳背包设计

Children’s Storage Knapsack in Car

作者：张豆、龙妹妹、李璨汐

Designers:Zhang Dou,Long Meimei,Li Canxi

指导教师：吴志军

Instructor:Wu Zhijun

车用收纳包是为了在带孩子驾车出行时，方便孩子在后排座位上自己分类收纳放置物品，形成良好的收纳意识和习惯。收纳包既能绑定在车座靠背后作为收纳袋使用，也可以作为儿童背包随身携带，实现车内车外通用。收纳包的装饰设计以十二生肖系列为主题，每个主题分为男孩和女孩两种色彩元素搭配。

The Storage Package in Car is aimed to facilitate and guide the children to classify and hold items by themselves in the backseat of car and form the good consciousness and habit of storage when you take a trip with children.It can be used as a storage bag in the back seat of car and a child's backpack to realize the using in the car and outside.Decorative design of the package uses the theme of the series of twelve zodiacs,and each theme has two color elements for boys and girls.

旅游地图手镯

Tourist Map Bracelet

作者：王禹翰

Designer:Wang Yuhan

指导教师：周曦

Instructor:Zhou Xi

人们旅游中经常会不知自己的位置和周边的景区位置，而长时间手持地图也会影响摄影等行为。该地图以手镯为载体，可佩戴，整体结合凤凰苗族的银饰文化，简化设计了凤凰古镇的路线图，并配有少许当地风景简易图，方便查看路线。同时，也方便作为饰品佩戴和旅游纪念品收藏。

People often do not know their location and the surrounding area in traveling,and the carrying of map and handing long time will affect the photography and other acts.This map can be worn like a bracelet,with Phoenix Miao silver culture as a carrier,simplifies the design of the road map of Fenghuang town,and is equipped with a simple local landscape map tp facilitate the view of the route.At the same time,it is convenient to wear as jewelry and collect as tourist souvenirs.

安化黑茶包装设计

Anhua Dark Tea Packaging Design

作者：丁霞

Designer:Ding Xia

指导教师：周曦

Instructor:Zhou Xi

该黑茶包装将传统的竹编工艺和蓝染工艺结合，一半竹编一半蓝染。本设计具有中国传统文化气息，从颜色搭配到结构组合，完美地展现了黑茶的绿色健康、环保及文化价值。竹编盖子上有三个螺旋孔可以用来放置茶针、茶勺等。袋子利用扣子锁定，将布袋取下后，竹编筐还可用来盛放水果和蔬菜，布袋也可以再作他用。

The dark tea packaging combines the traditional bamboo weaving with blue dye process.The design has traditional Chinese culture.The color and the combination of the structure embody the health of dark tea and the value of environmental protection and culture.There are three screw holes on the bamboo cover to place tea pins,tea spoons and so on.The bag has a button to lock,the bamboo frame can be removed and used to hold fruit and vegetables,and then bags can also be used for other.