景德镇陶瓷文化传承视角下的文创街区户外广告设计探究——以陶溪川文创街区为例
Research on Outdoor Advertising Design of Cultural and Creative Block from the Perspective of Jingdezhen Ceramic Culture Inheritance—Taking Taoxichuan Cultural and Creative Block as an Example

近年来，随着城市规划理论的不断精细化、优质化，我国的城市发展策略也从以往的“大拆大建”向“存量更新”转变。随着我国城市更新进程的不断推进，建筑立面改造也成为了改善城市形象、展示城市文化内涵的重要手段之一。而户外广告依附于建筑立面之上，作为城市的“第二轮廓线”，其整治、改造、设计也成为了城市更新的重要环节。景德镇作为我国首批历史文化名城的代表之一，陶瓷产业是其城市经济建设的重要支柱，陶瓷文化是其城市市场的主要内容输出，两者结合形成了景德镇的城市形象和文化标识。首先，本文选取了4个具有代表性的景德镇文创街区进行户外广告的实地调研并对相关户外广告进行分类。其次，从空间尺度、材料形式、色彩搭配等角度对其现状及存在的问题进行总结。最后，以景德镇市陶溪川文创街区户外广告为例，从规划层面、理论层面、设计层面对其户外广告设计进行探析，总结其设计策略和方法。本文旨在为改善现有街区户外广告现状，扩充城市界面、建筑立面的更新范围和切入视角提供借鉴和思路。
In recent years, with the continuous refinement and quality of urban planning theory, China’s urban development strategy has also shifted from the past “large-scale demolition and construction” to “stock renewal”. With the continuous progress of urban renewal in China, the reconstruction of building facades has become one of the important means to improve the image of the city and display the connotation of urban culture. Outdoor advertising is attached to the building facade, as the “second contour line” of the city, its renovation, transformation and design have also become an important part of urban renewal. Jingdezhen is one of the representatives of the first historical and cultural cities in China, the ceramic industry is an important pillar of its urban economic construction, and the ceramic culture is the main content output of its urban market. The combination of the two forms the urban image and cultural identity of Jingdezhen. First of all, this paper selects 4 representative cultural and creative blocks in Jingdezhen to conduct field research on outdoor advertising and classify related outdoor advertising. Secondly, from the perspective of spatial scale, material form and color matching, the current situation and existing problems are summarized. Finally, taking the outdoor advertising of Taoxichuan cultural and creative block of Jingdezhen City as an example, the paper analyzes its outdoor advertising design from the planning level, theory level and design level, and summarizes its design strategies and methods. The purpose of this paper is to provide references and ideas for improving the current situation of outdoor advertising in existing blocks, expanding the renewal scope of urban interface and building facade, and providing insight.