The Logic of Generating"Differentiation"in the National Trend Design Empowered byIntangible Cultural Heritage
The generation of"differentiation"of intangible cultural heritage-empowered national trend de-sign is not a simple stacking of elements,but the realization of the integration of values.The logic of genera-ting"differentiation"relies on two dimensions:first,the cultural consumption level,which means,through the design narrative,exploring the regional culture,historical stories and spiritual values behind intangible cultural heritage,arousing consumers'double identification with the national culture and personalized expres-sion,avoiding homogenization,and telling the story of intangible cultural heritage well;secondly,at the lev-el of product experience,based on different levels of products,such as intangible cultural heritage products,handicraft products and high-end products,to meet consumers'immersive and unique needs,to provide them with the best possible service,and to realize the"personalized"trend experience of young people.Thus,it is concluded that the value identity needs to be constructed from three dimensions,namely cultural identity,emotional identity,and functional identity,which will ultimately realize the enduring vitality of in-tangible cultural heritage products in market competitiveness and promote theinheritance and innovative de-velopment of intangible cultural heritage.
intangible cultural heritagenational trend designcultural creative designdifferentiationde-sign of experience
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