楚人钟爱凤鸟,认为凤凰是美德精华的化身。当前湖北省旅游纪念品的质量存在粗制滥造、质次价高;千篇一律,各地雷同;品位不高、无人问津;价位悬殊、两级分化;无法保存、不好携带等问题。提出基于楚文化中凤凰元素,结合旅游纪念品开发进行设计,旨在将旅游纪念品作为地区文化的物化载体。设计采用以凤凰文物形象为主、以拟人化卡通形象为主、结合当地特产材质为主、以标新离异结合艺术性为主进行进一步的设计的旅游纪念品开发。 Chu people love Phoenix, Phoenix is ​​the embodiment of the essence of virtue. At present, the quality of tourist souvenirs in Hubei Province exists in a crude manner, with high quality and low prices; the same stereotypes and similarities all over the country; the taste is not high and no one cares about it; the price is poor and there are two levels of differentiation; the problems can not be preserved or are not carried well. Based on the phoenix elements in Chu culture, this paper proposes to design tourism memorabilia with the aim of using tourism souvenir as the materialized carrier of regional culture. The design uses the Phoenix cultural relics as the main image to the humanized cartoon image, combined with local specialty material-based, with the new divorced with the artistry of the main design for the further development of tourist souvenirs.