| Traditional Chinese handicraft has a long history and is the intelligent creation of production materials by Chinese ancestors in this land for thousands of years.But after entering the modern era,traditional handicraft has not kept pace with the pace of the times.Most people only stay in the museum understanding of traditional handicraft.At the beginning of the new century,our government began to pay attention to the protection of traditional handicraft,and with the increase of income of our residents,there is more diversified aesthetic demand,so traditional handicraft has entered the fast track of development.Now,the State encourages college students to innovate and start up and traditional handicraft enterprises are in a new stage of development.We want to carry out research on the brand image design of traditional crafts in China through this paper and our team’s entrepreneurship project,and strive to create excellent brand image design to make up for the lack of brand image design in traditional handicraft industry.The first chapter is about the purpose of the thesis,which defines the background,current situation,significance and purpose of the traditional handicraft industry.The second chapter introduces the background and cultural connotation of handicraft industry,analyzes some problems existing in the traditional handicraft brand.Secondly,through the research on the image design of three traditional handicraft brands with large market scale,the brand image characteristics of traditional handicraft industry and the reasons for recognition are obtained.The third chapter introduces the brand,product and market of"XIEYI Art Workshop",and makes a large number of questionnaire survey on "XIEYI Art Workshop".Through the data,the target customer group and brand positioning of "XIEYI Art Workshop" are analyzed.The fourth chapter is the image design of "XIEYI Art Workshop".According to the results of the questionnaire,the consumer needs and brand positioning are determined.The brand image design of "XIEYI Art Workshop" is carried out in an all-round way by using the knowledge of visual communication design and the historical and cultural characteristics of Shaoxing,where the company aims to establish.Through the research of this paper,we can improve the traditional handicraft management,strive to create excellent brand visual image,and visually make consumers have comfortable experience and profound feeling,so that "XIEYI Art Workshop" can have strong market competitiveness after its establishment,provide theoretical guidance and innovative design ideas for visual image design of handicraft brands,and actively and effectively promote traditional handicraft design Culture,for the traditional handicraft industry to provide help. |
