Research On The Design Of Cultural And Creative Products Related To The Yangtze River Bill

The Yangtze River Basin(the region through which the Yangtze River and its tributaries flow)is one of the most representative basins in China with rich cultural resources.Since the founding of New China(1949),the economic and cultural construction along the Yangtze River has undergone earth-shaking changes,especially in recent years,the state has issued a series of policy Outlines to promote the coordinated development of politics,economy,culture and other fields in the Yangtze River Basin.The Yangtze River culture is a cultural complex with time and space interwoven,which corresponds to the Yellow River culture and represents the cultural system of south China.Therefore,the research,inheritance and development of the Yangtze River cultural system has gradually become one of the focus topics of social attention.Driven by national policies and social needs,many cultural and creative products which choose the Yangtze River culture as their theme emerge at the historic moment.As the material carrier containing the cultural connotation of the Yangtze River,they are integrated into people’s spiritual and cultural life.The symbol elements on the image of bills related to the Yangtze River can clearly reflect the attributes and characteristics of the Yangtze River culture in different times,which is of special research value and can be used as one of the entry points to study the Yangtze River culture and the design of cultural and creative products.Through the design research of the bills related to The Yangtze River,we can find that it has a rich variety of bills and a relatively large amount of issuance.According to the research needs,we finally select stamps,inland river shipping tickets and scenic spot tickets,which have relatively stable schematic structure and unified symbol element composition system,from the numerous types of bills for design and research.The article through the image level to analyze the graphic,text,layout,style,color elements,which come from Yangtze river related stamps,inland waterway transport tickets,attractions tickets(1949-present),makes a deep analysis and interpretation of the bill image symbol composition system and its spiritual and cultural value,combining with regional design、narrative design、empathy design、traditional translation design、immersive experience design and other design methods to carry out the design practice of Yangtze River Cultural.This article is divided into four chapters.The first chapter describes the development,types and functions of the bills related to the Yangtze River after the founding of the People’s Republic of China.The second chapter explains the related concepts and pattern elements of bill image,and further explores the visual elements and system of symbol elements of bill image.The third chapter puts forward the concept of cultural and creative product design and the expression connotation of product design,and summarizes five design methods including regional design 、 narrative design 、 empathic design 、 traditional translation design and immersive experience design based on the previous research content and related cultural and creative product design cases.The fourth chapter explores the methods and paths for the design of Yangtze River cultural and creative products from three perspectives: the language and visual construction of "Yangtze River Memory Image" 、the design status quo and design practice of Yangtze River cultural.