Research On IP Design In The Context Of "Moe Culture"

The rapid development of new media such as the Internet has provided a great platform for the creation and development of Intellectual Property(IP).With IP as the carrier,the "Cute Culture" is easy to be accepted by people because of its popularity.This thesis analyzes the IP image with "cute' nature and studies the morphological characteristics and expressions of "cute" from the perspective of morphology.It is hoped that this study may provide valuable information for the transformation of the"Cute Culture" phenomenon into a visual identity design.Specifically,through the study of the connotation of this culture and its relationship with IP image,the design flow of "Chinchilla CHOUCHOU" with "Cute" character is established.Based on this,the author uses emoji package and insets as expression mode to spread the image on the new media platform,presenting the IP design with "Cute" spirit.