Study on the Design Creativity of Cultural and Creative Product from the Perspective of Image Meme of Ancient Artifacts

[[abstract]]設計師或許喜歡從民族古器物中尋找創作靈感，設計出具有鮮明特色的文創產品，既可增強產品的文化認同感，亦可滿足人們的情感訴求。本研究以文創產品的設計靈感來源「古器物」為切入點，探討其所具有的感知意象，從而提取契合受眾感性認知的文化基因，再以此為靈感啟發刺激樣本，進行文創產品設計創造力研究。本研究分三個階段進行。第一階段探討古器物之感知意象。以極具地域民族特色的遼代瓷器為研究樣本，透過外形變量劃分及編碼，經由集群分析確定代表性樣本。運用語意差異法分析各樣本所在的語意空間坐標，並歸納其所具有的感知意象。第二階段為文化意象基因之提取。首先運用眼動追蹤技術，透過熱區圖及注視時間，分析受測者在進行意象感知時所重點注視的遼瓷樣本區域，從而進行顯性文化基因提取。另運用文獻回顧法提取隱性文化基因，包含歷史淵源、使用場景、民間習俗等文本信息。依據所提取結果，綜合分析遼瓷文化意象基因之特徵。第三階段採用心理學實驗法進行文創產品設計創造力研究。將所提取的顯性文化基因（圖像式）依高低保真度分為：完整圖像與局部圖像；隱性文化基因（文本式）依語意層次類比距離分為：描述性文本和故事性文本。並以此為靈感啟發之刺激樣本，探討不同類型文化基因對文創產品設計創造力之影響。研究結果發現遼瓷之感知意象可歸納為四種意象。（1）典雅意象：器形端莊典雅，以長頸瓶為主；色調淡雅、以白色為主；紋樣多為植物花卉紋。（2）情趣意象：器形精巧趣味；色調艷麗，以遼三彩釉色為主；紋樣多為可愛動物紋。（3）豪邁意象：器形硬朗豪放，以雞冠壺為主；色調較為厚重；紋樣古樸抽象。（4）華麗意象：器形新穎獨特，色彩純度較高，紋樣傳統對稱。研究亦發現年輕受測群體更喜愛具有典雅意象特徵的遼瓷。因而以典雅意象文化基因為靈感啟發，進行文創產品創造力研究。結果顯示顯性文化基因（圖像式）比隱性文化基因（文本式）更有助於激發新手設計師的設計創造力。而低保真度的局部圖像信息和較中間類比距離的故事性文本信息，均在文創產品設計創造力方面發揮著積極顯著的作用。[[abstract]]Many designers like to find inspiration from the ancient artifacts of their own ethnic groups and design cultural and creative products with distinctive characteristics, which can not only enhance the cultural identity of the products, but also satisfy people's emotional demands. This study starts with the “ancient artifacts” as the inspiration source for cultural and creative products to explore the perceptional images it possesses, so as to extract memes that fit the audience’s perceptual cognition, and then use this as inspiration and stimulation for samples and carry out research on creativity of cultural product design.This study is conducted in three stages. The first stage explores the perception images of ancient artifacts. Taking the Liao Dynasty porcelain with extremely regional ethnic characteristics as the research sample, the representative samples are determined by cluster analysis through the division and coding of shape variables. Use semantic differential method to analyze the semantic space coordinates of each sample and summarize the perceptual image. The second stage is the extraction of image meme. First, eye tracking technology is used, through hot zone map and fixation time, to analyze the Liao Dynasty sample area that the subject focused on when performing image perception, so as to extract dominant memes. Then, use the literature review method to extract recessive memes, which contain textual information such as historical origins, usage scenarios, folk customs and so on. And based on the extracted results, comprehensively analyze the characteristics of Liao porcelain cultural image genes. The third stage adopts psychological experiment method to study the creativity of cultural product design. The extracted dominant memes (image type) are divided, according to high and low fidelity, into: complete images and partial images; the recessive memes (text type) are divided into descriptive texts and storytelling texts according to semantic level analogy distance. And use this as inspiration to stimulate the samples and explore the influence of different types of memes on the creativity of cultural product design.The research results show that Liao porcelain's perceptual images can be summarized into the following four images. One of the elegant images is dignified and elegant, with a long-necked bottle and light tones, mainly white; and patterns are mostly plants and flowers. The second is the image of fun with delicate and interesting shape of the utensils and gorgeous colors, mainly Liao three-color glaze; the patterns are mostly cute animal patterns. The third one is heroic image which the utensil shape is strong and bold, mainly the cockscomb pot; the color is thicker; the pattern is simple and abstract. The fourth gorgeous image: the shape of the utensil is novel and unique, with high color purity and chroma, and the pattern is traditional and symmetrical. At the same time, it is also found that the young test group prefers Liao porcelain samples with elegant image characteristics. And inspired by the memes of elegant imagery, this study conducts research on the creativity of cultural and creative products. The results show that dominant memes (image type) are more helpful than recessive memes (text type) to inspire the design creativity of novice designers. It is further found that low-fidelity local image information and story text information with a middle analogy distance play an active and significant role in the creativity of cultural product design