摘 要
新媒体时代下，视觉传达在文创产品中的应用日益重要。随着互联网技术发展和移动设备普及，传统文创产品面临转型需求，本研究旨在探讨新媒体语境下视觉传达设计如何赋能文创产品创新。通过对国内外相关文献梳理及案例分析，结合实地调研与用户行为数据统计，发现视觉传达在文创产品中不仅限于表面装饰，更成为传递文化价值、塑造品牌形象的重要手段。研究采用定性与定量相结合的方法，以典型文创产品为样本，深入剖析其视觉元素构成、交互体验设计及传播路径优化策略。结果表明，融入新媒体技术的视觉传达能显著提升文创产品的市场竞争力与文化影响力，特别是通过增强现实（AR）、虚拟现实（VR）等新兴技术的应用，实现了从静态展示到动态交互的转变。本研究创新性地提出了“沉浸式视觉叙事”概念，强调以用户体验为中心的设计理念，为文创产业创新发展提供了理论依据与实践指导，对推动传统文化创造性转化具有重要意义。
关键词：视觉传达 新媒体技术 文创产品创新
Abstract
In the era of new media, the application of visual communication in cultural and creative products is becoming increasingly significant. As internet technology advances and mobile devices become more prevalent, traditional cultural and creative products face a pressing need for transformation. This study aims to explore how visual communication design can empower innovation in cultural and creative products within the context of new media. By reviewing relevant literature both domestically and internationally, analyzing case studies, and combining field research with user behavior data statistics, it is found that visual communication in cultural and creative products not only serves as surface decoration but also becomes an essential means of conveying cultural values and shaping brand images. The study employs a combination of qualitative and quantitative methods, using typical cultural and creative products as samples, to thoroughly analyze their visual element composition, interactive experience design, and strategies for optimizing dissemination paths. The results indicate that integrating new media technologies into visual communication significantly enhances the market competitiveness and cultural influence of cultural and creative products, particularly through the application of emerging technologies such as augmented reality (AR) and virtual reality (VR), which have facilitated a transition from static displays to dynamic interactions. Innovatively, this study proposes the concept of “immersive visual storytelling,” emphasizing a user-centered design philosophy, providing theoretical foundations and practical guidance for the innovative development of the cultural and creative industry, and playing a crucial role in promoting the creative transformation of traditional culture.
Keyword:Visual Communication New Media Technology Cultural And Creative Product Innovation
目 录
引言 1
1新媒体时代文创产品概述 1
1.1文创产品的概念与特征 1
1.2新媒体时代的传播特点 2
1.3视觉传达在文创产品中的意义 2
2视觉传达设计元素的应用 3
2.1图形与符号的创新运用 3
2.2色彩搭配的情感表达 3
2.3材质质感的视觉呈现 4
3新媒体技术对视觉传达的影响 4
3.1数字化工具的引入与发展 4
3.2交互设计提升用户体验 5
3.3社交媒体平台的传播策略 5
4视觉传达助力文创产品营销 6
4.1品牌形象塑造与推广 6
4.2线上线下融合的营销模式 6
4.3用户参与和个性化定制 7
结论 7
参考文献 9
致谢 10
新媒体时代下，视觉传达在文创产品中的应用日益重要。随着互联网技术发展和移动设备普及，传统文创产品面临转型需求，本研究旨在探讨新媒体语境下视觉传达设计如何赋能文创产品创新。通过对国内外相关文献梳理及案例分析，结合实地调研与用户行为数据统计，发现视觉传达在文创产品中不仅限于表面装饰，更成为传递文化价值、塑造品牌形象的重要手段。研究采用定性与定量相结合的方法，以典型文创产品为样本，深入剖析其视觉元素构成、交互体验设计及传播路径优化策略。结果表明，融入新媒体技术的视觉传达能显著提升文创产品的市场竞争力与文化影响力，特别是通过增强现实（AR）、虚拟现实（VR）等新兴技术的应用，实现了从静态展示到动态交互的转变。本研究创新性地提出了“沉浸式视觉叙事”概念，强调以用户体验为中心的设计理念，为文创产业创新发展提供了理论依据与实践指导，对推动传统文化创造性转化具有重要意义。
关键词：视觉传达 新媒体技术 文创产品创新
Abstract
In the era of new media, the application of visual communication in cultural and creative products is becoming increasingly significant. As internet technology advances and mobile devices become more prevalent, traditional cultural and creative products face a pressing need for transformation. This study aims to explore how visual communication design can empower innovation in cultural and creative products within the context of new media. By reviewing relevant literature both domestically and internationally, analyzing case studies, and combining field research with user behavior data statistics, it is found that visual communication in cultural and creative products not only serves as surface decoration but also becomes an essential means of conveying cultural values and shaping brand images. The study employs a combination of qualitative and quantitative methods, using typical cultural and creative products as samples, to thoroughly analyze their visual element composition, interactive experience design, and strategies for optimizing dissemination paths. The results indicate that integrating new media technologies into visual communication significantly enhances the market competitiveness and cultural influence of cultural and creative products, particularly through the application of emerging technologies such as augmented reality (AR) and virtual reality (VR), which have facilitated a transition from static displays to dynamic interactions. Innovatively, this study proposes the concept of “immersive visual storytelling,” emphasizing a user-centered design philosophy, providing theoretical foundations and practical guidance for the innovative development of the cultural and creative industry, and playing a crucial role in promoting the creative transformation of traditional culture.
Keyword:Visual Communication New Media Technology Cultural And Creative Product Innovation
目 录
引言 1
1新媒体时代文创产品概述 1
1.1文创产品的概念与特征 1
1.2新媒体时代的传播特点 2
1.3视觉传达在文创产品中的意义 2
2视觉传达设计元素的应用 3
2.1图形与符号的创新运用 3
2.2色彩搭配的情感表达 3
2.3材质质感的视觉呈现 4
3新媒体技术对视觉传达的影响 4
3.1数字化工具的引入与发展 4
3.2交互设计提升用户体验 5
3.3社交媒体平台的传播策略 5
4视觉传达助力文创产品营销 6
4.1品牌形象塑造与推广 6
4.2线上线下融合的营销模式 6
4.3用户参与和个性化定制 7
结论 7
参考文献 9
致谢 10
