Nowadays, cultural and creative products are very popular, whether they are used as souvenirs or as gifts for relatives and friends during the Spring Festival. From greeting cards, key chains, laptops and canvas bags of several yuan and dozens of yuan to cosmetics, tea sets and jewelry of hundreds of yuan, the categories of cultural and creative products are increasingly rich, while the development subjects are more diversified. Museums, parks, universities, publishing houses and other institutions have tried the field of water and launched cultural and creative products with different styles.
Behind the vigorous development of the cultural and creative market, there are many problems. Homogenization design leads to aesthetic fatigue of consumers, simple symbol grafting leads to products with beauty and no connotation, and making cultural and creative products really have "cultural taste" will be the sign of cultural and creative industry moving towards the era of 2.0.
In the era of cultural and creative products 1.0, simply printing pictures on wallets, T-Shirts, notebooks and pillows can be called cultural and creative products. In 2013, Taipei's Forbidden City launched the "I know" tape, telling people with the sales volume of 180000 volumes that the museum can also be less old-fashioned. Then, a similar commodity blowout broke out. But the first to eat crabs is innovation, the second and the third are imitation, and it's hard to attract people's attention at the 100th. It's not much better to simply print cultural elements on products than commemorative coins and scenery postcards; it's also hard to say how much cultural connotation cartoon emperors and dolls rely on selling cute to attract young consumers. It is not easy to integrate abstract culture into concrete and sensible products.
This year marks the 600th anniversary of the founding of the temple of heaven. A "praying calendar" perfectly integrates the world cultural heritage Temple of heaven with the "24 solar terms" of human intangible cultural heritage, reflecting the "cultural flavor" of cultural and creative products. In ancient times, the hall of praying for the new year was the place where the emperor worshiped the heaven, reflecting the unique view of time and space of Chinese people. In looking up at the sky, geography and agricultural production, the ancestors summed up 24 solar terms and 72 phenology. Therefore, with time as the axis, solar terms as the key point and phenology as the chapters, people can intuitively understand the ancient agricultural activities, phenology, the degree of Huangjing, sacrificial knowledge and other information. In the design, the 24 solar terms illustration combines the temple of heaven worship architecture, trees, flowers and plants, climate characteristics and phenological characteristics. The summer palace launched "Yihe a box" of mooncakes, ingeniously integrating festival culture, palace culture, food culture and world cultural heritage; the National Museum launched "star changing night lights", a pattern of "starry sky" outlined by light lines and dots, and the design elements came from the rubbings of "astronomical map" steles in the Song Dynasty. Nowadays, more and more cultural and creative products aim at culture and pay more attention to improving the cultural connotation of products.
It is not difficult to find out the reasons for the success of these products. Cultural and creative product development is not from one to the other, horizontal transplantation. Whether it is a cultural relic, a building or a historical figure, designers need to fully understand the story behind it, deeply understand its value, accurately find its development potential, and then find a suitable material carrier through creative transformation, so that culture can be really felt through products. That is to say, without the key link of refining and transformation, no matter how exquisite cultural relics, historical buildings or characters with stories can be made into good cultural and creative products.
In the first half of 2019, the operating revenue of cultural and related industry enterprises above designated size increased by 7.9%. In the future, with the tide of consumption upgrading, the cultural and creative product market will have a broader space. How to make cultural and creative products different from general products, stand out in the fierce competition, bring people aesthetic feeling, knowledge, culture and novel and fun experience, or it will be the focus of developers in the era of cultural and creative 2.0.