Han Dao Ying Wu ——Study On Active Inhertance And Design Strategy Of Twisted Purple Clay Ware Technology

As a precious intangible cultural heritage resource in China,twisted purple clay ware technology has gone through many vicissitudes.Its active inheritance and flexible transformation are worth thinking about.Based on the theoretical perspective of active state inheritance and the thinking perspective of design managers,this paper seeks the branding development strategy of purple sand mud wring.While protecting the authenticity of purple sand mud wring process,it provides a set of practical and advancing brand design planning and construction scheme for its contemporary transformation.On the theoretical level,this paper summarizes the historical evolution,artistic characteristics and heritage value of twisted purple clay ware,and analyzes the philosophical thoughts behind the craft.Based on the overview of twisted purple clay ware and the revelation of its cultural essence,the author deepens the thinking of its brand planning,and constructs the brand centering on the cultural concept of "containing Han Dao Ying Wu".Coordinate design resources from the perspective of design managers,form the system framework of brand design and channel design,and formulate communication strategies from the three dimensions of process publicity,product promotion and talent development.In practice,taking Yi Xing as an example,this paper analyzes the development defects of local purple sand brand,analyzes the inheritance dilemma of Purple sand wringing mud,and demonstrates the necessity and urgency of its transformation and remodeling.Then,elements are extracted from the artistic temperament of purple sand and mud to complete the brand image design,main visual poster design,visual application design and product innovation design of "Han Dao Ying wu" to achieve the visual transformation from "Chinese style"to "ChineseTwisted purple clay ware this both exquisite and practical traditional craft,should not just be a minority of the flout,more should not become a past poetry,it has the potential to be sought after by the current consumer groups.Therefore,discussing its brand development can not only promote the active inheritance and protection of intangible cultural heritage,but also enhance the overall competitiveness of the purple sand industry to a certain extent.