IP Design Of Kunqu Cultural And Creative Brand Based On Shanghai Style Figure Painting Elements Extraction

As a representative project protection unit of national intangible cultural heritage,Shanghai Kunju Opera Troupe is facing the dilemma of modern communication at this stage.Its audience base is weak,and its cultural connotation and spiritual value have not been fully excavated,disseminated and transformed,which is urgent to find a differentiated brand road and obtain a sense of identity.In today’s experience communication era,cultural experience and new technology under the blessing of the creative industry flourishing,the audience’s awareness of cultural creation and consumption view is gradually cultivated.Based on this,this study focuses on the Shanghai style Kunqu Opera and its cultural and creative IP design and development.This study deeply explores the culture and troupe characteristics of Shanghai style Kunqu Opera.From the perspective of visual transmission effect and IP communication,the image of opera characters in Shanghai Kunqu Opera is the most expressive part.Shanghai style figure painting has accumulated rich Shanghai style cultural elements and image expression,and can become a rich design resource library of Shanghai style Kunqu Opera IP.First,this study overviews the development of Shanghai-style figure painting,Shanghai style Kunqu Opera and the trend of intangible cultural heritage cultural and creative IP.Second,using the Kano model based user survey method,the satisfaction analysis of user needs and preferences is obtained..After that,this study quantifies the audience’s perceptual cognition of Shanghai style figure painting through eye movement experiment,so as to construct the IP Design Art gene library of Shanghai style Kunqu Opera.Finally,the design of Shanghai Kunju Opera Troupe brand IP with distinctive Shanghai style was completed,and its online communication was realized for design verification.This purpose of this study is to achieve the extraction of design elements with Shanghai style scientifically and accurately by empirical research method,and design the creative IP of Shanghai Kunju Opera Troupe which meets the needs of users and has the characteristics of Shanghai style,thus promoting the communication of Shanghai Kunju Opera Troupe brand among young audiences and obtaining audience recognition.At the same time,it also provides reference methods and paths for other intangible cultural heritage projects.