Research On IP Image Design Of Zodiac Under The Background Of National Tide Culture

At the moment of coexistence of multiple cultures,people are more aware of the unique and long-standing Chinese culture and have a strong sense of national pride,which urges people to try to inherit and develop traditional culture in new forms,thus promoting the emergence of“ national tide ”.As a new carrier of Chinese culture,the “ national tide ” combines with the trend elements of the new era to highlight the excellent traditional culture.However,as a well-known part of traditional culture,the image of the zodiac is difficult to form a wider spread in the context of rapid cultural development.Under the influence of the national trend culture,it is of great significance to think about how to conduct IP design research on zodiac and improve the current communication status.This paper first analyzes the reasons for the rise,development process,performance content and style characteristics of the national trend culture,and summarizes the main artistic techniques and style characteristics of the national trend design,which lays the foundation for the creation of the IP image of the zodiac.Secondly,it traces the historical origin of the twelve zodiac,explores the manifestation of the visual image of the twelve zodiac,and extracts the corresponding personality characteristics and cultural connotations of the twelve zodiac.Combined with the characteristics of the target audience and consumer attitudes,it determines the corresponding design orientation and design principles,and provides new creative ideas for the IP image design of the zodiac under the background of the national tide.Finally,the extracted twelve zodiac design elements are deeply integrated with the national trend design techniques,and the design practice is carried out.Create a series of IP image design in line with the spread of national culture and both recognition,interest and aesthetics.Create a series of IP image design of Guochao zodiac,which is in line with the spread of Guochao culture and has the characteristics of recognition,interest and aesthetics.On this basis,the IP image of the twelve zodiac is applied to the design of cultural and creative products,and the IP image derivatives with strong promotion are created.The purpose of this research and design practice is to inherit the cultural value of the twelve zodiac,promote the development and dissemination of zodiac culture under the background of modern culture,and strengthen and deepen the public ’s sense of identity and pride in traditional culture.