Abstract
Taking China’s national intangible cultural heritage (ICH) Zhuang brocade as the research object, its cultural traits were extracted through scientific methods from the perspective of Kansei Engineering. Samples were collected through desk research, expert interviews, and questionnaires for qualitative and quantitative research. The semantic differential method was adopted to analyze the vocabulary descriptions of different types of Zhuang brocade samples, and the Likert scale was used to measure the viewer’s visual perception. Eye tracker experiments were conducted to verify and further explore the cultural traits of Zhuang brocade so that the emotions in this ICH can be quantified more scientifically. Based on the heat map and data, scientific and reasonable descriptions and typical shapes best matching Zhuang brocade cultural traits were acquired. By using new technologies to interpret ICHs, this study proposed another way to extract cultural traits from ICH. The extracted Zhuang brocade cultural traits in this study could help improve the understanding of Zhuang brocade. This study could also provide certain references for the modern application and design of Zhuang brocade.
Highlights
Intangible cultural heritages (ICHs) are the shared wealth of all mankind
By using kansei engineering methods to study the cultural traits of ICH, this study falls into the third category
This paper investigates the way to extract the cultural traits of ICH and explores the visual perception and emotional quantification of Zhuang brocade
Summary
Intangible cultural heritages (ICHs) are the shared wealth of all mankind. According to the UNESCO definition in the Convention for the Safeguarding of the Intangible Cultural Heritage, ICH means the practices, representations, expressions, knowledge, and skills—as well as the instruments, objects, artifacts, and cultural spaces associated therewith—that communities, groups and, in some cases, individuals recognize as part of their cultural heritage [1]. If the unique cultural traits of ICH can be extracted and used in ICH-related design projects, the cultural heritage of the product can be enhanced to meet the emotional needs of the consumers. This study attempts to introduce the cultural traits of ICH to the derivative products through kansei engineering. Taking advantage of the emotional quantification capacity of kansei engineering, the cultural traits of ICH were extracted and explored, which could inspire the design of ICH derivative products. The basic research methods of kansei engineering in many studies include: combining psychology with sociology to study brain structure and neural transmission of perception, using modern computing technology to capture and study data of the users, and researching the design and manufacturing of products that meet the needs of users, i.e., kansei creative engineering [14]. By using kansei engineering methods to study the cultural traits of ICH, this study falls into the third category
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