"Huajing Journey Education" Research On Cultural Creative IP Image Design

Since 2013,when the state issued the relevant travel and learning policies,the travel and learning brands around the country have started to develop rapidly.The development of travel and learning is in line with the learning methods of young people in the new era,so as to promote the overall physical and mental development of young people.Huajing school trip is mainly to spread intangible cultural heritage culture,and its education population is mainly teenagers.Because teenagers’ psychology of seeking knowledge of interesting things is much higher than that of traditional Chinese culture,and the final effect of study tour is often that"travel" is greater than "study",there are problems such as single products and lack of interaction.This paper relies on the image design of Huajing IP to further improve the diversity,interaction and interest of Huajing’s study tour products.From the perspective of cultural and creative product design,this topic analyzes and studies the relationship between IP image design and study tour;extracts and transforms the cultural concept of Huajing study tour and relevant intangible cultural elements into visual symbols of interest to young people,stimulates young people’s learning psychology,transforms passive teaching into active learning,and acts as communication between study tour courses and students Media,and in line with the characteristics of the media is cultural IP image products,designed with cultural connotation of IP image products.On the one hand,it can better enrich the way of intangible cultural heritage culture communication,expand the content and form of teaching activities,on the other hand,the development of cultural innovation IP image can enhance the brand added value of Huajing tourism,which is to drive sales and brand value for enterprises,and provide some reference for the development of tourism brand in the future.