【摘要】 淮安,这座历史悠久的城市,孕育了丰富的非物质文化遗产(以下简称非遗)。文章从淮安非遗项目概况出发,分析非遗传承与利用中的问题,强调青年群体在非遗传承中的关键作用。针对淮安非遗文创产品,探讨当前设计中存在的文化内涵挖掘不足、实用性和市场适应性不足及品牌宣传不足等问题,指出其设计年轻化的必要性,提出了视觉设计和传播渠道年轻化的策略。通过捕捉年轻一代审美偏好,融合现代审美和技术,利用数字化平台和社交媒体,提升非遗文创产品在年轻群体中的认知度和影响力,为淮安非遗保护与传播提供参考。更多还原

【Abstract】 Huai’an, a city with a long history, has nurtured rich intangible cultural heritage(hereinafter referred to as ICH). Starting from the general situation of Huai’an ICH project, this paper analyzes the problems in ICH inheritance and utilization, and emphasizes the key role of young people in ICH inheritance. In view of Huai’an ICH cultural and creative products, it discusses the problems existing in the current design, such as insufficient cultural connotation mining, insufficient practicability and market adaptability, and insufficient brand publicity, points out the necessity of rejuvenation design, and puts forward the rejuvenation strategy of visual design and communication channels. By capturing the aesthetic preferences of the younger generation, integrating modern aesthetics and technology, and using digital platforms and social media, the awareness and influence of ICH cultural and creative products in young groups can be enhanced, which can provide reference for ICH protection and communication in Huai’an.更多还原