The most important inspiration for cultural and creative design is from the essence of culture, but cultural innovation needs to be transformed into an acceptable design for consumers from different cultures and backgrounds. In order to achieve this goal, designers, managers, producer, and salesclerks should mutually perceive mental images through effective communication to integrate the product image as a whole. The vital design industry has proven that knowledge is the most important competitive advantage. A high-performance team needs high-efficiency knowledge workers who effectively share concept, communicate, and coordinate through various channels to accomplish their task. In the process of accumulating concept, the concept transfer in the organization becomes an important issue to strengthen its competitiveness. When the cultural creative design team is designing a new product, an effective communication channel for knowledge transfer among members is required. In this way, personal originality can be the common property of the organization. In order to successfully design new products successfully, the design team needs to frequently contact and discuss through different communication channels. The design team can reach consensus on design intention by exchanging concept and integrating mental image. Therefore, if the members have many conflicting opinions, they will be unable to achieve original concept transfer and reach internal consensus. Therefore, good communication is crucial for a complex professional team. The research subject is “Dragonfly Beads Art Studio”, which is famous for the Taiwanese aboriginal tribe called “Paiwan”who creates abundant cultural and creative product designs. The researcher conducts document analysis and interview to discuss the communication process among internal members and the difficulties they encounter in the process of concept transfer. Besides, the study also discusses how the principal designer communicates with other designers to integrate product image effectively to reach their design goals.
|Keywords:||Design Team, Concept Transfer, Design Communication, Cultural Design|
Professor, Design College, Yunlin University of Science & Technology, Yunlin, Taiwan
Student, Design College, Yunlin University of Science & Technology, Yunlin, Taiwan
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