《芥子园画传·翎毛花卉卷》文化符号赋能电商设计的转译路径研究

Research on the Translation Path of Cultural Symbols from “The Mustard Seed Garden Painting Manual: Birds and Flowers Volume” Empowering E-Commerce Design

摘要: 本文以《芥子园画传·翎毛花卉卷》为范本，旨在构建一套适用于电子商务视觉设计的“文化基因提取、设计语言转译”的模型。旨在解决当前电商视觉设计中普遍存在的文化元素滥用、形式同质化、内涵浅表化等问题，推动中国传统文化在电商平台实现深度、系统、可持续的设计创新，为品牌构建独特的文化竞争力与情感链接，从而超越浅层的视觉模仿，实现从文化资源到商业价值的有效转化。

Abstract: This study takes “The Mustard Seed Garden Painting Manual: Birds and Flowers Volume” as a reference to establish a model for “cultural gene extraction and design language translation” applicable to e-commerce visual design. It aims to address prevalent issues in current e-commerce visual design, such as the misuse of cultural elements, homogenization of forms, and superficial interpretation of cultural connotations. By promoting deep, systematic, and replicable design innovations that integrate traditional Chinese culture into e-commerce platforms, the study seeks to help brands build unique cultural competitiveness and emotional connections. Ultimately, it strives to move beyond superficial visual imitation and achieve the effective transformation of cultural resources into commercial value.