Le Zhang,Chenxi Liu,Yuji Jin,Wenli Wang

With the rapid development of the cultural and creative industries, publishing houses 'cultural and creative products have become a key vehicle for cross-industry integration in the publishing sector. The aesthetic design and individual style of these products directly determine their market competitiveness. This paper employs design aesthetics theory as a framework to define three distinct dimensions of publishing houses' cultural and creative products: functional beauty, formal beauty, and cultural beauty. By analyzing typical cases such as Shanghai Translation Publishing House's "Seven Seas Manufacturing Bureau" and People's Literature Publishing House's "Treasures of Humanities," and utilizing sales data from Taobao and category statistics, the study examines the formation logic and presentation characteristics of publishing houses' unique cultural and creative styles. The conclusions provide theoretical support and practical innovation pathways for optimizing publishing houses' cultural and creative designs and enhancing market share.

Publishing House Cultural Creativity; Design Aesthetics; Individual Style; Innovation Path

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