Contrast Research on Cognitive Differences Between Design End and Consumption End in Cultural Products

摘要

Cultural products of today have become an important embodiment of people's spiritual life, and serve as a medium between designers and consumers. Due to the differences between designers and consumers in terms of age, education and cultural backgrounds, however, the cultural connotations the designers give to cultural products may fail to be well communicated to consumers and do not always match the needs of particular consumers. This paper explored possible methods of improving communication between the design end and the consumption end in China by studying and comparing the overall perception of cultural products at the two ends based on in-depth interviews, focus group interviews, and online questionnaires. Differences between the design end and the consumption end in the definition, value, marketing strategies, and purchasing strategies of cultural products, as well as the changes in the lifestyle of contemporary Chinese people were analyzed in this paper.