Research On The Cultural Creative Design Of Nanjing Ming City Wall Based On Branding Thinking

The Ming City Wall is a great masterpiece in the history of China’s city walls,carrying the historical memory of Nanjing’s ancient capital for 600 years.The intangible cultural resources such as construction ideas,customs and folklore,and history and culture contained in the walls,gates,wall bricks and urns of the Nanjing Ming City Wall are worth exploring.This thesis takes the culture of Nanjing Mingcheng Wall as the design object and establishes a cultural and creative brand from the perspective of brand thinking to create an innovative design for the culture of Nanjing Mingcheng Wall and integrate it into the daily life of the public.Through the revitalization of the cultural resources of the Ming City Wall,the purpose of enriching the spiritual and cultural needs of the public is achieved,and the role of inheriting and carrying forward the culture is played.This paper is divided into four main sections: the cultural and brand thinking of the Ming Wall,user research,product research,and design practice.Through sorting out the characteristics of the Nanjing Ming City Wall and the historical customs it contains,collating the historical evolution of the Ming City Wall gates,exploring the humanistic values in the inscriptions on the wall bricks,collecting customs and folklore related to the Ming City Wall,and condensing the cultural imagery of the Nanjing Ming City Wall to accumulate cultural elements for design practice.At the same time,the development of branding and the roles and functions of its constituent elements are clarified,the importance of branding thinking in cultural and creative design is analyzed from the perspective of product design,and the significance of using branding thinking in cultural and creative design is explained from three perspectives: the systematic nature of branding thinking,the life cycle of products and the relationship between branding and cultural and creative design.In the user research chapter,questionnaire research is used to understand the consumer behavior and psychology of the consumer population and to refine the design factors that influence the characteristics of cultural and creative products;existing cultural and creative brands and products are researched and analyzed,with a focus on the cultural and creative brands that have been steadily developing in the cultural and creative market,mainly the Forbidden City Cultural and Creative Industries,and the composition of cultural and creative brands,product categories and marketing models are analyzed to take advantage of their strengths and weaknesses.In the design practice session,based on the understanding of the history and humanity of Nanjing Mingcheng Wall and the analysis of branding thinking and the cultural and creative brand,the design direction,design principles and design paths of the Mingcheng Wall cultural and creative brand are determined,the Nanjing Mingcheng Wall cultural and creative brand is constructed,and the cultural and creative products are designed in series,and the products are given cultural connotations in an emotional and interesting form.Finally,the design practice of the Ming City Wall cultural and creative brand,establish the Nanjing Ming City Wall cultural and creative brand concept,build the brand culture with the brand name "Meet the City",determine the brand style and color tone,design a series of Ming City Wall cultural and creative products and prototype the finished product on the basis of determining the brand image,and test the feasibility of the "Meet the City" cultural and creative brand development.The purpose of this paper is to study how the cultural and creative design of the Ming City Wall culture under the guidance of branding thinking can maintain long-term competitiveness in the cultural and creative market,continuously meet the spiritual and cultural needs of consumers,while spreading and developing the Ming City Wall culture,and injecting vitality into the Ming City Wall culture.