基于认同理论的校园文创产品设计分析
Design Analysis of Campus Cultural and Creative Products Based on Identity Theory

目的：从以认同理论中的群体归属、群体认同、文化身份三个维度入手提出基于“认同”理论校园文化创意产品设计策略，以期为当前高校校园创意文化产品设计提供参考。方法：文章从多个角度对校园文化创意产品概念特征及其在设计中的应用进行分析，同时基于认同理论中的群体归属理论分析了学校文化创意产品设计对群体归属与群体归属感的影响。结论：认同理论是校园文创产品设计的重要指导方法。基于“认同”理论的校园文化创意产品设计能良好地满足大学生对归属感、集体意识、自主意识的渴望，提高高校的文化软实力并打造出学校品牌高影响力。
Aim: The purpose is to propose a design strategy for campus cultural and creative products based on the “identity” theory, starting from the three dimensions of group belonging, group identity, and cultural identity in the identity theory, in order to provide reference for the current design of campus creative and cultural products in universities. Method: The article analyzes the conceptual characteristics of campus cultural and creative products and their applications in design from multiple perspectives. At the same time, based on the group belonging theory in identity theory, it analyzes the impact of school cultural and creative product design on group belonging and sense of group belonging. Conclusion: Identification theory is an important guiding method for the design of campus cultural and creative products. The campus cultural creative product design based on the “identity” theory can well meet the college students’ desire for the sense of belonging, collective consciousness and independent consciousness, improve the cultural soft power of colleges and universities and create a high influence of the school brand.