Research And Application Of Cultural And Creative Product Design Of Fotang Acient Town

With the rising tourism in ancient towns,Greater demand has been made for the tourism growth of ancient towns with the focus on culture as the core to explore their regional culture and promote a unique historical and cultural connotation different from others so that the ancient town would take on a look with the development trend of the integration of culture,tourism and town.The ancient town of Fotang located in the south of Yiwu City,Zhejiang Province.It is known as “One of the Four Ancient Towns in Zhejiang” and has a deep business heritage in its historical culture.As the epitome of ancient towns,cultural and creative products can build up a cultural and creative industry chain by creating their own brands,which can better contribute to the expansion and development of regional cultures.From the perspective of cultural and creative product design for the ancient town,this study is to discuss the further improvement of tourism exploration in ancient towns,inheritance of regional culture and expansion of market value with the combination of professional theories and specific design practices.After investigating the present situation of the cultural and creative products in the ancient town of Fotang,it is found that the current design of the cultural and creative products in the ancient town of Fotang has some deficiencies,and there is great potential to improve the content and form.Based on the analysis of the regional culture and cultural creative products of Fotang ancient town,this paper puts forward the design principles of the cultural creative products of Fotang ancient town,which can adapt to the aesthetics of the times,embody the regional culture and meet the market demand.This paper studies the consumer groups and psychological motives of cultural and creative products in Fotang ancient town by means of on-the-spot investigation and questionnaire survey,and extracts the distinctive cultural visual elements of Fotang ancient town,to form three series with different cultural characteristics of “Shuanglin impression”,“Old street style”and “Road of Commerce and trade”,as well as the design orientation of the whole series of “Playing with Fotang”,and to select the appropriate carrier of cultural and creative products,the traditional regional culture and modern design will be integrated to complete the ancient town of Fotang cultural and creative product series design.This paper conveys the cultural connotation of Fotang ancient town through cultural and creative products,attracts the vast ancient town consumer groups from the depth and breadth of regional culture,and deepens the impression of the characteristic culture of Fotang ancient town,to arouse the emotional resonance of tourists and consumers,to realize the commercial value of cultural and creative products in ancient towns and to deepen the value connotation of regional cultural tourism,so as to enhance the influence of ancient towns and expand the development space of ancient towns.