CULTURAL IDENTITY AND COMMEMORATIVE PRODUCT DESIGN OF DOUMEN ANCIENT STREET FROM THE PERSPECTIVE OF USER EXPERIENCE AND PRODUCT SEMIOTICS

Abstract

Guangfu culture and Tanka culture in Doumen District of Zhuhai City are rich, and it is a famous hometown of overseas Chinese in China. However, at present, the utilization and development mode of intangible cultural resources in Doumen area is relatively backward, especially the relevant characteristic folk culture of Doumen Ancient Street has not been well developed and integrated. This research aims to analyze the cultural identity of the ancient street architecture of Doumen, Guangdong Province, China through the user experience and product symbols, and integrate it into the design of tourism souvenir products. In this research, a combination of qualitative and descriptive analysis was used to study the application of cultural environment in souvenir product design by means of literature review, product observation and analysis, and interviews with inheritors and experts. The research results show that the current development of intangible cultural heritage products has problems such as single user experience mode, insufficient influence and insufficient depth of cultural experience. In response to this phenomenon, this study puts forward a new idea of integrating cultural symbols of Doumen Ancient Street into modern digital virtual product design. It provides the corresponding guidance and reference for the research on the development mode of the intangible culture of the ancient street of Doumen Town based on user experience.