论文以绍兴为例,分析绍兴旅游纪念品的设计现状,从游客对旅游纪念品的心理需求、旅游纪念品设计的心理策略等方面展开探讨。了解游客心理与纪念品之间的关系,并由此提出如何提升旅游纪念品设计的一些较为具体的步骤和方式、方法,从而为纪念品设计师在今后的设计实施中提供一些相关的参考依据。 Taking Shaoxing as an example, this paper analyzes the design status of tourist souvenirs in Shaoxing, from the tourists’ psychological needs for tourist memorabilia and the psychological strategies of tourist memorabilia design. Understand the relationship between tourists’ psychology and souvenirs, and put forward some more specific steps and ways to improve the design of souvenir souvenirs, so as to provide some relevant references for souvenir designers in the future design and implementation.