中國故事應用於文化商品設計與研究

Abstract

2011 年文化創意產業年報中提及，工業設計產業類別的出口呈現3.3%的負成長，除了外銷市場景氣不好之外，學者劉維公認為可從使產品富有故事性去改善產品，進而讓人感動。台灣擁有完善的中國傳統文化，可用中國故事加值於產品中，且目前全世界都在迷華文熱，對中華文化充滿了興趣，應該要抓住時機，用華人的魅力去加值產品，進而吸引外銷市場。所以中國故事如何加值於產品中，就是一個重要課題。 但目前有使用中國故事的產品許多都淪為廉價品，沒有將中國故事被應用的有創意、有質感，且目前寫中國故事應用於產品設計模式過去也沒有。所以本研究挑選30 項富有設計感與創意的中國故事商品作為研究，推論出一套中國故事應用於產品設計中的模式，可讓設計者參考本模式，將中國故事良好的發揮在文化商品中。 本研究先依據文獻調查法瞭解中國故事被應用於產品設計相關的理論：文化創意產業、文化商品、故事定義、故事元素、隱喻、類比理論、文化三層次、情感設計。再藉由內容分析法，分析收集的30 項產品案例，分析項目為（1）產品功用、（2）故事大綱、（3）設計概念、（4）人物個性或物件分析、（5）造型要素分析、（6）設計概念與故事元素關係，使用此6 項目分析30 項商品後，發現（1）使用角色做元素可讓使用者回想起故事內容，而且角色的一舉一動都可以做創意構思。（2）故事中的物件從功能、情境、外觀、行為、象徵觀點看，是因為非常具有獨特性，可以為產品增加創意度。（3）應用故事元素的象徵可為產品達到情感反思，受人喜愛。（4）運用故事元素的功能相似，可替純造型的產品增加功能性。（5）使用故事元素的行為相似可讓產品找到新的使用行為。（6）產品中的相似性，可以同時擁有3種以上，讓產品更有趣。而本研究最終也推論出一套中國故事應用於產品設計之發想模式，供未來相關領域參考。

Taiwan has inherited a comprehensive traditional Chinese culture which could be added into products incorporated with ancient stories. Currently there is a global enthusiasm for learning Chinese. People are very interested in the Chinese culture. We should seize this opportunity to create value-added products with Chinese charisma to attract export market. Therefore, how to create added value with Chinese stories in product design is worth exploring. If cultural commodity has its own story, it can not only touch people but also win consumers’ patronage. However, presently many commodities with Chinese stories become cheap merchandise, and it is quite a pity that there lacks creative and quality application of the Chinese stories. In this research, we have selected 30 creative Chinese story commodities for study to summarize a set of product design model for designers’ references to apply Chinese stories to cultural commodities. This research is based on Literature Survey Method to understand how Chinese stories can be applied to product design. Relevant theories include cultural and creative industry, cultural commodity, story definition, story element, metaphor, analogy, three levels of culture, and emotion design. By Content Analysis Method, we analyze 30 product cases on the market, the analysis items are: (1) Product Function, (2) Story Outline, (3) Design Concept, (4) Personal Character or Object Analysis, (5) Modeling Elements Analysis, and (6) The Relations between Design Concept and Story Elements. Findings of the analysis result are: (1) Using characters as elements to let users recollect the story content, and the character's every movement can serve as creative idea. (2) From the perspective of the story object's function, situation, appearance, behavior and symbolic view, as it is very unique, can increase the creativity of the products. (3) To enhance the symbolic meaning of story elements can achieve emotional reflection for the products to be loved by people. (4) Through similar function of story elements can increase functionality for purely modeling products. (5) By similar behavior in story elements can find new usage behavior for the products. (6) Can have three or more similarities of the products at the same time to make them more interesting. This research indicates that Chinese stories when applied to product initiation and design pattern, first step of the method is to decide which story to be used, and to observe the characters and objects, list the characters and objects in the story development to review their functional, symbolic, appearance, behavior and situational performances, and then decide which product to be designed, list the functional, symbolic, appearance, behavior and situational performances of the target product. Consider the story elements - characters’ and objects' functional, symbolic, appearance, behavior and situational performances together with its own functional, symbolic, appearance, behavior and situational performances. Find similar relations though association, followed by capturing visual elements, draw sketch and concept sketch, combined with product function to develop a stereoscopic product.