Based on cultural studies,design principles and consumer behavior theory,this paper analyzes how traditional patterns are endowed with modern meanings through design innovation and become a bridge between history and modernity.Generation Z,as a powerful consumer force,has the needs for personalization and cultural identity,which arouses their desire for innovative interpretation of traditional patterns.Through the analysis of relevant design methods in the cases of Guochao product patterns,the paper reveals how the traditional patterns are reconstructed in the collective memory of Generation Z and become popular by innovative designs.It is found that Generation Z is involved in the reconstruction of collective memory and cultural inheritance while enjoying individualized products by consuming Guochao products that integrate traditional patterns.
traditional patterninnovative designGuochao cultureGeneration Zcollective memory recon-struction
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