(7.6.3)--DigitalBrandDesignandPromptionof.pdf
《(7.6.3)--DigitalBrandDesignandPromptionof.pdf》由会员分享,可在线阅读,更多相关《(7.6.3)--DigitalBrandDesignandPromptionof.pdf(7页珍藏版)》请在得力文库 - 分享文档赚钱的网站上搜索。
1、 Digital Brand Design and Promption of Fengxiang Folk Industrial Art ABSTRACT:It applies the digital brand design methods and management system to the protection and development of Feng-xiang folk industrial art,to realize the connection of folk handicraft works and modern design industry,and build
2、the cultural industrial mode with Fengxiang characteristics.Based on investigation and general survey of Fengxiang folk art,and by means of building the big data system of Fengxiang folk industrial art,it carries out digital brand design and creates the digital promo-tion platform of Fengxiang folk
3、handicraft works to finally build a complete digital brand management system.Making innova-tive protection and development of Fengxiang folk industrial art through digital technology,introducing modern innovation de-sign concept with brand design and management as the breakthrough point,and using th
4、e experience of digital technology ap-plication can be both conductive to the building of local culture brand and local industrial economy development.KEY WORDS:fengxiang;folk industrial art;digital;brand design At present,Chinas social urbanization process is accelerating,modern science and technol
5、ogy and information technology are highly developed,the traditional agricultural economy based on the rapid decline of the manual form,folk arts and crafts of the survival and development of the soil is also rapidly lost.In the late 1970 s,the country was an folk art,followed by the popularity of fo
6、lk art,it is widely launched a series of investigation,collection,collection,folk art exhibition,research,publication,gives a lot of folk art show and development,and further into the artistic field of vision of the contemporary mainstream intellectuals.Although many visionary people who love folk a
7、rt praise it,they are still not familiar with how folk art ADAPTS to the new living environment and how to use modern design methods to combine with folk art1.In the Internet era,the rapid development of digital technology has changed peoples lives,and the integration and acquisition of social resou
8、rces have become more convenient and rapid.People are willing to accept and enjoy the changes brought by this development,and folk artists are no exception.Meanwhile,the creation and development of folk handicrafts are faced with opportunities and challenges.In the context of the development of rura
9、l cultural industry,folk handicrafts are not only faced with the problems of protection and inheritance,but also the problems of how to develop,utilize,continue and evolve.How to use the contemporary digital design and brand design to activate the folk arts and crafts,to combine the folk arts and cr
10、afts with modern design,to combine the traditional culture spirit with the spirit of The Times,to find the breakthrough point with modern significance,is worth thinking about and put into practice.1.Current situation of Fengxiang Folk Arts and crafts Fengxiang area is a gathering place of the folk c
11、ulture of Xifu of Shaanxi province.Its folk handicrafts have a long history and a wide variety,such as wooded New Year pictures,painted clay sculptures,wooden soomaodu facial masks,paper-cuts,embroideries,straw weaving,shadow puppets,etc.,which have been awarded the title of Hometown of Chinese folk
12、 Arts and crafts by the Ministry of Culture.Fengxiang folk arts and crafts clay horse,clay sculpture sheep and fengxiang woodcut New Year pictures special stamps issued in the country,has become the national business CARDS,these honor greatly promoted in fengxiang folk arts and crafts in popularity
13、at home and abroad,however,followed by all kinds of protecting and inheriting excellent ecological folk art cover the front of research institutions,churning out imitation products flooding in front of people.There is a vicious competition between the imitation products and the works of real folk ar
14、tists.Due to the lack of awareness of intellectual property protection and promotion and sales means,folk artists are also unable to protect their rights,so people often cannot see and buy really good works.Artists also lack creative passion due to the lack of income,so that fengxiang folk arts and
15、crafts more and more varieties and worse quality.Although the local government tries hard to play the card of folk art to promote the development of local economy,it lacks effective means and methods2.In this era of highly integrated mobile Internet and commercialization,how to prosper fengxiang fol
16、k arts and crafts,do a good job in protection,inheritance and development,create good conditions for survival and development,and make Fengxiang folk arts and crafts onto the road of branding and digitization is the question that people should think about.It is very necessary to introduce the modern
17、 innovative design concept,from the input and improvement of the system brand image CI system,to the establishment of brand chain mechanism facing the whole country,and then to the extension to the international stage,to find a suitable brand road for the development of folk arts and crafts in Fengx
18、iang area3.2.Build digital brand management system 2.1 Establish a complete brand system Fengxiang clay sculpture,wood shuttle Ma Shao fengxiang in folk woodcut New Years paintings and folk art crafts consumption field research field has a very high reputation and popularity,but the title is only th
19、e combination of process types and regional,its on a brand is not yet complete,also does not have good brand of visual graphics,so fengxiang folk arts and crafts needs to build its own brand from the name and visual image,from the specification on the brand management,from the perspective of the lay
20、out of fengxiang region specification of all kinds of folk arts and crafts,build brand fengxiang folk art.For example,Liuying Village in Liulin Town,known as the first clay sculpture village in China,takes painted clay sculptures and wooden soma spoons as the main forms of folk art,and strives to bu
21、ild the brand of folk artists of Fengxiang clay sculpture and wooden soma spoons.2.2 Establishment of Fengxiang Folk Arts and Crafts big data system Led by local government,through the policy orientation,developing circumstance of folk arts and crafts activities,to focus on the types of arts and cra
22、fts and key artists create the brand to establish real-time database,such as the clay sculpture coloured drawing or pattern from the type,name,quantity,specification,coloured drawing or pattern creation and folk artists brand specific information such as time,address,contact information,writing resu
23、mes,artistic features,create situation,for sale,such as data collection,set up big data system in the Internet online.The establishment of big data provides real-time data support for the promotion platform of folk arts and crafts on the Internet and mobile terminals in the future4.3 Carry out digit
24、al brand design Cultural management of local government departments as a brand manager,from the perspective of cultural industrialization development strategy,to seriously study,do a good job demands of brand positioning,brand building is characterized by fengxiang folk art,from the brand name,graph
25、ics,color and so on several aspects of specification design,on the vision form a kind of image and brand awareness,make multifarious types in the form of unified in a visual image and cognition5.3.1 Digital brand visual image design Brand visual image design is the core of the brand identity graphic
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 7.6 DigitalBrandDesignandPromptionof
限制150内