昆曲《牡丹亭》在香水品牌文创设计中的应用与表现

The Application and Performance of Kunqu Opera “Peony Pavilion” in the Cultural and Creative Design of Perfume Brands

摘要: 戏曲艺术是集多种艺术表现形式为一体的综合性艺术，融合吸收了文学、音乐、舞蹈、美术、服饰等艺术精华。本文从文创设计角度出发，分析文创产品现状和昆曲艺术内涵，对昆曲《牡丹亭》戏曲纹样进行提取，分别从图形、颜色、设计风格等方面对戏曲的外在表现形式和传统文化内涵进行合理转译，将转译出的元素与香水文创结合，设计出具有创新性、时代性、设计感的文创产品。戏曲文化元素与现代设计理念有机融合，设计出符合现代人需求的文创产品，能够使更多的人了解和感悟昆曲独特的艺术内涵，彰显设计的民族文化特色。

Abstract: The art of opera is a comprehensive art that integrates various forms of artistic expression and absorbs the essence of literature, music, dance, fine arts, costumes and other arts. This paper analyzes the current situation of cultural and creative products and the connotation of Kunqu art from the perspective of cultural and creative design, extracts the Kunqu “Peony Pavilion” opera pattern, and reasonably translates the external expression of opera and traditional cultural connotation in terms of graphics, color and design style, etc., and then combines the translated elements with Xiangshui’s cultural creations, so as to design cultural and creative products with innovativeness, epochal nature and design sense. The organic fusion of cultural elements of opera and modern design concepts to design cultural and creative products that meet the needs of modern people can enable more people to understand and appreciate the unique artistic connotations of Kunqu and highlight the national cultural characteristics of the design.