基于感质层次的地域红色文化IP产品设计研究

目的 为了唤醒群众对地域红色文化的深层次共鸣，将感质理论引入地域红色文化IP产品设计中，探究感质理论应用于地域红色文化IP产品的设计策略。方法 根据感质的内涵与特征，创构感质理论的三个层次。以传承红色文化、彰显地域特色、满足受众情感需求为出发点，针对地域红色文化IP产品设计现阶段存在的问题，将感质理论融入其中，从感质意象要素提取、叙事场景营造、个体情感唤醒三个层次进行设计策略的探索。最后以河北省乐亭县红色人物李大钊为例进行设计实践，对该设计策略进行实践与佐证。结论 将感质理论运用于地域红色文化IP产品设计中，使之成为历史情境和受众情感的纽带，能够增加红色文化的互动性，促成IP产品的人格化沟通，有效唤起群众的深层次情感体验与共鸣，从而承载地域文化，传递红色精神。

Design of Regional Red Cultural IP Product Based on Qualia Theory

The work aims to introduce the qualia theory into the design of regional red cultural IP product and explore the design strategy of qualia theory applied in the regional red cultural IP product, so as to arouse the deep resonance of the masses for regional red culture.According to the connotation and characteristics of qualia theory, three levels of qualia theory were constructed. Starting from inheriting red culture, highlighting regional characteristics and meeting emotional needs of the audience, the qualia theory was integrated aiming at the problems existing in the present design of regional red cultural IP product and the design strategy was explored from the three levels of qualia image element extraction, narrative scene construction and individual emotion awakening. Finally, taking Li Dazhao, a red figure in Laoting County, Hebei Province, as an example, the design strategy was practiced and verified. Applying the qualia theory to the design of regional red cultural IP product can make the IP product a link between historical context and audience emotion, increase the interaction of red culture, promote the personalized communication of IP product and effectively arouse the deep emotional experience and resonance of the masses, thus bearing regional culture and spreading red spirit.