At the end of the year, all kinds of cultural and creative calendars have poured into the market. In addition to classics such as the Forbidden City calendar and the museum collection calendar, there are also multi-theme products such as traditional Chinese medicine calendars and rare character calendars. As the younger generation has become the main consumer group of cultural and creative products, the calendar can not only be limited to the satisfaction of basic functions, but also pay attention to the transmission of knowledge and interesting content.
The theme of "Classic + Innovation" is more diversified
Classics are never the smoke of the past in the pile of old papers, but have practical significance that can be settled in every era. Forbidden City calendar, Dunhuang calendar, museum collection calendar, poetry calendar. These classic cultural and creative calendars all promote traditional culture into daily life with their new forms, and the "daily reading" of the calendar also caters to the needs of consumers for granular time.
Recently, after visiting a number of museum cultural and creative stores and browsing online stores, the reporter found that in addition to classic products, the cultural and creative calendars sold on the market also include innovative traditional Chinese medicine cultural calendars, rare word calendars, secret university calendars, ancient circle of friends calendars, bread calendars, Rubik's Cube calendars, money transfer calendars, etc.
It is not difficult to see that the current ** calendar has more diverse themes. In this regard, Lin Xianping, Secretary-General of the Institute of Culture and Creativity of Zhejiang University City College, said that the rich and diverse themes of the cultural and creative calendar show that China's cultural and creative industry is constantly innovating and developing and can meet the needs of different consumers. The Forbidden City calendar, Dunhuang calendar, etc. have inherited traditional culture, and the traditional Chinese medicine calendar and rare character calendar show culture in a novel and unique way, enrich the market product line, and provide consumers with more choices.
Compared with ordinary calendars, classic and new calendars are given more meaning. **Liu Chunsheng, associate professor of the University of Finance and Economics, said in an interview with this reporter, "First of all, the younger generation has become the main consumer group of cultural and creative products, and their demand for products is no longer limited to functionality, but also pays more attention to the knowledge, interest, creativity and personalization of products." Secondly, by using the language, forms and elements that young consumers are familiar with and like, the cultural content can be repackaged and interpreted, which can be closer to their aesthetics and interests. Thirdly, cultural and creative calendars with multi-functional attributes such as literature and interest are often easier to be disseminated and shared on social **, so as to attract more consumers' attention and purchases. ”
"Content + design" should be beautiful and connotative
In recent years, the designers of cultural and creative calendars have relied on the inner demands and consumption needs of consumers to realize the innovation of cultural and creative calendars in design and content by mining connotative and valuable materials and with the help of emerging technologies.
Donald A. Norman, an American cognitive psychologist and industrial designer, proposed a three-layer theory of emotional design in "Emotional Design", which are the instinctive layer, the behavioral layer and the reflection layer. Specifically, the instinct layer is the innate biological instinct of human beings, such as the observation of the appearance and appearance of the product;The behavioral layer refers to the operational parts that control the body's daily behavior, such as the use and experience of a product;The reflection layer refers to the thinking part of the brain, which is related to the long-term feelings of consumers, and aims to establish an emotional bond between consumers, products and services, and influence consumers' satisfaction through interaction, thereby enhancing their sense of identity with the product.
The reporter learned that the newly launched calendar has "rolled" up to a new height in terms of design and content, which can be described as having both appearance, experience and quality. For example, the first calendar "Night Reading Gentle Calendar World" launched by CCTV News Night Reading Column was hand-drawn by the well-known illustrator lost7, gathering 366 beautiful illustrations. The exterior purple and orange color contrast design is both fashionable and warm. It's not enough to have a watch, this calendar can also be interactive. At the beginning of each month, there is a "scratch ticket" that consumers can do with their own hands to scratch off each month's "hidden easter eggs". The content is also carefully selected and polished, collecting those golden sentences and "warm sentences" that have warmed, moved, accompanied and inspired readers in countless nights.
In addition, the "Materia Medica Calendar 2024" published by China Science and Technology Press has been repeatedly revised by dozens of industry editorial boards, through the selection of 246 flavors of Materia Medica, 246 proverbs, 72 kinds of phenological phenomena, 24 cases of medicinal and dietary recipes, and the search for rare books, folklore stories, etc., to show the charm of Chinese medicine culture.
"Integrity and innovation" inherits and develops traditional Chinese culture
During the interview, the reporter found that with the popularity of the cultural and creative calendar, the product styles are more diverse and the content is more interesting.
In response to the existing problems, Hong Yong, an expert from the think tank of the 50-person forum on the integration of data and reality in China, suggested: "First of all, product design should focus on differentiated positioning and avoid homogeneous competition. For example, innovative binding designs and materials can be used to enhance the uniqueness of the product. Secondly, pay attention to the aesthetic needs and feedback of consumers, and constantly adjust and improve the appearance and content of products to maintain the freshness of the market. Finally, strengthen cooperation with cultural institutions and experts, integrate more authoritative cultural elements and stories, and improve the quality and cultural connotation of products. ”
At the same time, Lin Xianping proposed that product content innovation needs to consider specific consumers, and market research should be conducted regularly to develop with consumers as the center. For example, for the elderly, the ancient people's health care is the core design of the contentFor middle-aged people, it is designed with stories or characters such as inspiration, wisdom, and enlightenmentIt is designed for young people with mobile games, comics, etc. as the core theme, and can be implanted with storylines to increase functions such as stress reduction, pastime, and relaxation. In addition, by digging deep into traditional culture, combining unique cultural elements with modern design, we provide consumers with a novel cultural experience.
Although there are still problems to be solved in the process of innovation and development of the cultural and creative calendar, there is still room for improvement and optimistic development prospects in the future. Pan Jun, director of commodity strategy consulting at a world-renowned consulting company, pointed out that with the continuous improvement of consumers' awareness and acceptance of traditional culture, the market demand for cultural and creative calendars will continue to grow.
In addition, Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, said in an interview with this reporter that the cultural and creative calendar needs to continue to innovate in terms of content and design while inheriting and promoting traditional culture. Only by adhering to integrity and innovation can we have direction and return, and only by constantly innovating can we have vitality and foundation.
Text|Reporter Lu Yue and Wang Ziqian