Affiliations: [a]
School of Architecture and Design, Nanchang University, Nanchang, China
| [b]
Graduate School of Commerce, Waseda University, Tokyo, Japan
Correspondence:
[*]
Corresponding author. Xinhui Kang, School of Architecture and Design, Nanchang University, No. 999 Xuefu Avenue, Nanchang 330031, Jiangxi, China. E-mail: nbukxh@163.com.
Abstract: To show the unique charm of Jiangxi’s traditional culture, it is of great importance to apply Jiangxi’s unique red culture to products’ creative designs. This paper aims to apply Kansei Engineering (KE) and interactive genetic algorithm (IGA) to extract the apparent symbol elements of Jiangxi red culture and then transform them into the creative watch design with modern culture. First of all, KE is used to extract customers’ emotional resonance to red culture, and 16 pairs of Kansei image vocabulary pairs are preliminarily collected. The theory of semiotics is used to extract symbols such as shapes, colors, and patterns from the perspective of Jiangxi’s red architecture. Secondly, through the designers’ subjective aesthetic thinking, these cultural symbols are broken up and reconstructed, thus forming the morphological deconstruction table combined with the case of the watch. Finally, IGA is implemented to code and decode the cultural symbols, thus building a product form’s evolutionary design system. Through biological genetic manipulation, cultural symbols of refinement, particularity, and regionality are retained. Then these superior cultural genes are integrated into the innovation of the watch to get creative products with the characteristics of Jiangxi red culture. The model proposed in this paper optimizes the decision-making process of cultural creative product design, and also explores a sustainable development path of culture.
Keywords: Kansei engineering, interactive genetic algorithm, cultural and creative product design, jiangxi red culture
