Research On The Intervention Of Chongqing Yanxing Paper-Cutting In The Brand Design Of "Jian·Jian"

China is a multi-ethnic country with a long history and rich folk culture.Intangible cultural heritage is an important representative of Chinese traditional culture and has different geographical characteristics from other countries.The protection and inheritance of intangible cultural heritage can effectively expand the recognition of intangible cultural heritage,reflect the national cultural soft power,and is the foundation for the inheritance and development of intangible cultural heritage.As the only municipality in western China,Chongqing has a long history.The unearthed cultural relics from the Paleolithic Age to the Han,Wei,Jin,Southern and Northern Dynasties and Song and Ming Dynasties in Dadukou District,reflecting the glorious history and profound cultural heritage of Dadukou;and the Yanxing Paper-cutting in the Yanxing Community of Dadukou District,It passed the approval of the UNESCO Intergovernmental Committee for the Safeguarding of Intangible Cultural Heritage in 2009.As a result,the “Chinese Paper-cut” project jointly submitted by 14 provinces and municipalities including Chongqing,Fujian,Shanxi,was included in the fourth batch of “List of Representatives of Human Intangible Cultural Heritage”Yanxing Paper-cutting is the main representative of Chongqing Paper-cut skills.It has rich themes and belongs to the Southern faction paper-cut.It is also called "Chongqing Folk Three Treasures" together with Zhongxian Ladies' Pictures and Qijiang Prints[1].Yanxing paper-cut bears the profound bayu culture.Paper-cut works mainly focus on flowers,birds,figures and landscapes.The characteristics can be summarized as "delicate and elegant".and their forms of expression and creation themes play a pivotal role in Chinese paper-cut.The protection of ancient crafts must take an innovative path and build a brand with cultural support.The author used Chongqing Yanxing Paper-cutting to intervene in the “jian·jian” paper-cutting brand,The brand design of "jian·jian" considers fromthe perspective of caring for the elderly and improving the quality of life,positioning the elderly over 60 years old.From the understanding of the status quo of Chongqing non-heritage culture,collecting and sorting out the works and characteristics of Zhou Dingzhou,the inheritor of Yanxing Paper-cut,using the method of brand design,combining the cognitive and aesthetic of the elderly,extracting some of the representative symbols of Yanxing Paper-cut,using emotional design theory as support,and designing the creative visual image of the paper-cut brand of "jian · jian",strengthening the development of derivative exhibits at the same time,arousing the experience,association and memory of the elderly.Encouraging the elderly to participate in paper-cutting activities,not only exercise the hands and eyes of the elderly,to prevent Alzheimer's disease,but also to make them have something to learn,something to do and something to enjoy.Finally,the Internet is used to support the website to set up a paper-cut display and sales platform,so that the brand "jian·jian" can be better promoted and applied,and play a positive role in promoting the inheritance of Yanxing Paper-cutting.