Research on the Design of Cultural Creative Products From the Perspective of Cultural Identity

Conference: The Barcelona Conference on Arts, Media & Culture (BAMC2022)
Title: Research on the Design of Cultural Creative Products From the Perspective of Cultural Identity
Stream: Cultural Studies
Presentation Type: Oral Presentation
Li Zhang, Loughborough University, United Kingdom


Improved cultural soft power is now a strategic goal of cultural building in nations all over the globe, as economic globalization has hastened the intermingling and collision of cultures. As a result, we should pay attention to how product design shapes culture, as this aids in developing cultural identity. Cultural creative products are a result of the development of the cultural industry. They satisfy their essential attributes as products while also expressing a specific culture through the medium of products, which expands the influence and spread of culture and meets people's inner desire to express their culture and their identification with culture. Based on the perspective of cultural identity, this paper introduces the meaning of cultural identity and its characteristics, as well as some related scholars' research, and uses creative products as an entry point to analyze the current cultural identity dilemma faced and explains through design cases that can obtain cultural identity. And we will discuss cultural creative products that may get a consumer's cultural identity via design cases. We will investigate the development strategies of cultural creative products based on cultural decoding to create products with cultural identity and resonance. The study findings might lead to new ideas for fostering cultural identity and developing cultural creative products. At the same time, it is essential to realize cultural identity and enhance cultural confidence in the context of modernization and globalization today.

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