非物质文化遗产的视觉化设计转译探究.PDFVIP

第 39 卷 第 20 期 包 装 工 程 2018 年 10 月 PACKAGING ENGINEERING 121 非物质文化遗产的视觉化设计转译探究 张爱鹏 （天津职业大学，天津 300410 ） 摘要： 目的 研究非物质文化遗产的视觉化设计转译的途径。方法 从文化传播和创意设计的角度出发， 分析非物质文化遗产与视觉化设计之间的关系，结合天津葛沽宝辇会非遗项目，论述用现代视觉设计语 言转译非遗传统文化内涵的途径，试图在文化的传承与创新之间寻找一条可行的视觉传播表现之路。结 论 非物质文化遗产的传承与传播需要视觉传播手段，可以通过符号化的现代形象、地域性产品包装、 交互性传播界面3 种设计途径进行转译，这对传承本土的非遗资源与推动国际化视野的发展都具有十分 重要的意义。 关键词：非物质文化遗产；葛沽宝辇会；视觉化设计；设计转译 中图分类号：TB472 文献标识码：A 文章编号： 1001-3563(2018)20-0121-05 DOI ：10.19554/j.cnki.1001-3563.2018.20.019 Visual Design Translation of Intangible Cultural Heritage ZHANG Ai-peng (Tianjin Vocational Institute, Tianjin 300410, China) ABSTRACT: The work aims to study the ways of visual design translation of intangible cultural heritage. From the per- spective of cultural dissemination and creative design, the relationship between intangible cultural heritage and visual de- sign was analyzed. The ways to translate the intangible cultural heritage’s traditional cultural connotations by modern visual design language was discussed according to the Tianjin Gegu treasure chariot fair ICH project, so as to find a prac- ticable way of visual communication between the tradition and innovation of culture. The inheritance and dissemination of intangible cultural heritage needs to be communicated by visual means, and can be translated by three ways of symbolized modern image, regional product packaging and interactive communication interface, which is of great significance to promote the inheritance and development of ICH resources and international vision. KEY WORDS: intangible cultural heritage; Gegu treasure chariot