Research On The Intangible Cultural Heritage Elements In Contemporary Cultural And Creative Design

Intangible cultural heritage is the precious wealth of the development of human civilization.The rapid development of modern science and technology has resulted in the losses of traditional culture to certain degree.The emergence of creative cultural products better connects traditional elements with modern life,achieving synchronous development and positive cycle of culture and commerce.It is an effective way to organically integrate intangible cultural heritage elements with cultural creativity and design,which will then motivate the new vitality of intangible cultural heritage elements.In the essay,the author firstly teased apart the conceptions of intangible cultural heritage elements and cultural creativity and design,and analyzed the feasibility of combining them,thereby laid theoretical foundation for the design practice;secondly,excavated the application value in promoting cultural connotation and establishing a brand through combing intangible cultural heritage elements and modern creative cultural industry,and analyzed the mutual facilitation of them;thirdly,explored the design method and innovation forms of creative cultural products of intangible cultural heritage elements,in consideration of the innovative need and the characteristic of intangible cultural heritage elements;finally,applied theoretical analysis to the deign practice based on the example of Qinhuai colored lantern-one of the representative elements of intangible cultural heritage,and concluded its symbolic system and conversed it from the perspectives of the aesthetic,folk custom,and philosophy of culture of the colored lantern.The author established the design conception and style of the creative cultural brand upon market survey,and formed the cultural IP of the brand,then fused colored lantern elements with creative cultural design,selecting proper folk culture theme and using serialized technique of expression.The objective of this essay is to summarize the method and the related strategy for applying intangible heritage elements into creative cultural product design,and thereby improve the economic benefit and market competitiveness of the creative cultural products based on inheriting intangible heritage culture.