Research On Brand Design Based On Dough Figurines Culture Of Southern Shanxi

In recent years,with the rapid change of living environment and production mode,a considerable amount of intangible cultural heritages are gradually fading away,especially the handicrafts generated from traditional agricultural society.This phenomenon will undoubtedly bring enormous and irreparable damage to the future society and sustainable development goals of mankind.Fortunately,the scientific exploration,effective promotion and implementation of the intangible cultural heritage protection in China have drawn attention from more people and encouraged them to participate actively.People are looking for a new solution to enhance the masses’ comprehension to traditional handicraft,thereby protecting and passing down the tradition handicrafts.As an ancient folk culture phenomenon,dough figurines art is an integrating part of the national culture;the long history of the Yellow River basin,along with the simple and thick folk customs,have enriched the dough figurines art.The design of dough figurines is exquisite,unique,and diversified,with special features in the categories of food and daily articles.They feature vivid folk color in people’s social activities.Nowadays,the vigorous development of commodity economy and the spread of western culture influence and change our way of life,habits and ideas imperceptibly.As a result,our country’s centuries-old custom and culture are gradually fading.The survival of dough figurines culture is also threatened.Therefore,it is important to enable the people,especially teenagers,to understand traditional handicrafts more comprehensively,thereby inheriting and protecting dough figurines culture.This paper attempts to grasp the historical development of dough figurines culture through field research,literature study and empirical analysis,on the basis of which,analyzes its cultural value and explores the content of this subject based on the research results of a substantial number of experts and scholars.Taking the brand image design based on dough figurines culture of Southern Shanxi as an example,this paper summarizes the concept and constituent elements of brand image,and analyzes the principles of its brand image design.On the premises of the three brand-image design principles,i.e.the displaying of the local artistic characteristic and cultural value,the fusion and the transformation of emotion,and the docking of traditional culture with modern design industry,this paper combs its design idea;from the perspective of the analysis and the extractions concerning dough figurines culture’s sensation delivery,cultural characteristic and design element,this paper explores the thinking pattern and method of the traditional culture’s concrete transformation and abstract transformation in the design of brand image;apart from that,pertinent analysis on the relationship between dough figurines culture and brand image design is carried out.In addition to the construction of the core values and product communication concepts of the dough figurines brand in Southern Shanxi,this study emphasizes the design and description of the basic-element system and application-element system of the visual identification system in brand image,and probes into the feasible approach to communicate,inherit,and develop local traditional handicrafts,such as the Southern Shanxi dough figurines.