传统节日具有丰富的文化内涵，经过了文化与社会环境的剧变，传统节日在当代面临着生存困境，面向传统节日文化传播的设计能够帮助传统节日继续在当代为人们提供实用、审美、情感和意义价值，从而发挥传统节日的当代价值。本文探讨了数字化背景下面向传统节日文化的设计需要关注的问题，从文化内涵出发，探讨了文化内涵在设计与传播时的活态变化，以及与设计形式和载体的关系，指出需要实现文化内涵的活态传播，与当代生活相联系，并运用现代审美与技术体系，合理利用数字化载体，设计形神兼备的表现形式。本文分析了数字化背景下面向传统节日文化的设计方法，首先，文化内涵的挖掘与呈现是首要步骤，本文通过三类案例分别分析了数字化方法对于传统节日中蕴含的社会关系、生活态度和价值追求的呈现方式，接下来，本文分析了如何围绕文化内涵进行文化元素的选取与表达，最后，本文具体分析了数字化技术辅助传统节日文化内涵展示与传播的四种途径，分别为借助数字化渠道扩大传播范围、利用新媒体技术增强展示效果、通过新媒介丰富叙事、借助数字化手段提高参与度。本文以乞巧节为设计背景，提取出乞巧节关于织物、“巧”、女性的文化内涵，并结合当代的文化观念、技术手段进行阐释，设计了“鹊桥”装置，在最终的设计作品中，本次实践结合了来自传统织绣工艺的造物方式与来自数字化技术的造物方式，探索了三类兼具力学、美学与人文意义的织物语言，通过建立起“鹊桥”这一经典七夕节文化符号与织绣工艺的联系，来强调乞巧节的文化内涵。

Traditional festival has rich cultural connotation. After dramatic changes in the cultural and social environment, traditional festivals are facing survival dilemmas in contemporary times. Design oriented to the cultural communication of traditional festivals can help traditional festivals continue to provide practical, aesthetic, emotional and meaningful values for people in contemporary times, thus bringing into play the contemporary value of traditional festivals. This paper discusses the issues that need to be paid attention to in the design of traditional festival culture in the digital context, starting from the cultural connotation, exploring the living change of the cultural connotation in the design and communication, and the relationship with the design form and carrier, pointing out the need to realize the living communication of the cultural connotation, connect with the contemporary life, and use the modern aesthetic and technical system, reasonably use the digital carrier, and design the form and spirit of The paper analyzes the need to realize the relationship between the cultural connotation and the carrier. This paper analyzes the design methods of traditional festival culture in the digital context. Firstly, the excavation and presentation of cultural connotation is important. Through three types of cases, this paper analyzes how the digital methods present the social relationship, life attitude and value pursuit contained in traditional festivals. Next, the paper analyzes how to select and express the cultural elements around the cultural connotation. Finally, the paper specifically analyzes four ways of digital technology-assisted traditional festival cultural connotation display and dissemination, namely, expanding the dissemination range through digital channels, enhancing the display effect by using new media technology, enriching the narrative through new media, and increasing the participation degree by digital means. This paper takes Qiqiao Festival as the design background. The cultural connotation of fabric, "coincidence" and women is extracted from the Qiqiao Festival, and interpreted with contemporary cultural concepts and technical means, and the "Birdge" installation is designed. In the final design, the practice combines the traditional embroidery and digital technology to explore three types of fabric language with mechanical, aesthetic, and humanistic meanings, and to emphasize the cultural connotation of the Qiqiao Festival by establishing the connection between the classic cultural symbol of the festival and the embroidery.