Research Into Cultural And Creative Design Based On Zhoucun Traditional Folk Culture

Under the background of economic and cultural globalization,society,economy and culture have been integrated on a large scale.Culture has been presented in the form of brands,symbols and IP,thus leading to dramatic development of the cultural and creative industries.Currently,China is enjoying a sound development momentum of cultural and creative industries.As a country with a profound civilization and history of around five thousand years,China is known for its splendid and extensive culture,particularly its folk culture.China's folk culture constitutes an important part of the traditional Chinese culture.Generated in the production and living process of Chinese ancestors,these cultural resources are vigorous and abundant in its spiritual connotation.Zhoucun is a tertiary prefecture city with profound historical and cultural resources,and splendid folk culture,which has a high research value and can lay a solid foundation for research into the cultural and creative design,and provide abundant sources of creation.From the perspective of inheritance and innovation of Zhoucun folk culture,this research analyzes Zhoucun folk culture using research methods,including field survey,literature review,comprehensive analysis,etc.At the same time,the development status and existing problems of Zhoucun cultural and creative development are summarized.At the same time,a feasible plan is proposed for Zhoucun folk culture and creative design.Under the prerequisite of maintaining the core value of Zhoucun folk culture unchanged,this paper seeks a combination between culture and creativity,and uses the modern design theories and method to make the past serve the present,and demonstrate a new “Zhoucun” which integrates its traditional folk culture with the modern visual style in different perspectives and dimensions.This research starts with Zhoucun folk culture,and proposes the strategy of cultural activation and transformation.With cultural and creative products as the carriers,the research findings are put into practice at an attempt to reinvigorate the folk culture of Zhoucun in the new historical period and create a brand-new “image of Zhoucun” with human interest.Apart from inheriting and carrying forward the folk culture of Zhoucun,and creating a sense of recognition of the traditional folk culture,this paper aims at realizing upgrade and transformation of Zhoucun folk culture value to aesthetic value and economic value.