Research On Cultural And Creative Product Design In Shaanxi Province From The Perspective Of Intangible Cultural Heritage Dissemination

Our country is in the period of actively building a strong socialist culture,enhancing the soft power of national culture and international influence,the key is to enhance the cultural creativity of the whole nation,and strengthen the exploration and elaboration of the excellent traditional Chinese culture.Intangible cultural heritage is an important part of Chinese culture and embodies the essence of human wisdom and civilization.Shaanxi has a long history and profound cultural deposits,which also creates the rich and colorful intangible cultural heritage of Shaanxi,so the dissemination and development of Shaanxi intangible cultural heritage is particularly importantAiming at the dissemination and development of intangible cultural heritage,this paper firstly explores and analyzes the current situation of intangible cultural heritage and non-heritage creation in Shaanxi province through relevant theoretical research and field investigation.With the rapid development of science and technology and the rapid change of ideas,the media are constantly producing new patterns and changes from form to content.It is difficult for traditional communication methods to adapt to the development rhythm and environment of today’s society,so it is necessary to find new communication methods that are more convenient,efficient and adapt to The Times,so as to promote cognition and inherit intangible cultural heritage in a wider range.This study takes literary creation as the communication method of intangible cultural heritage,summarizes the communication strategy,puts forward the communication significance and future development direction,and determines the design criteria of Shaanxi’s non-relic creative works.Finally,based on the research results,it conducts practical research with the example of Huayin old style cultural creative design,and deeply analyzes the logo,brand and cultural creative design.Based on the analysis of the current situation and cultural characteristics of Shaanxi intangible cultural heritage,this paper takes cultural and creative products as the carrier and as a new form of communication of intangible culture,and applies the exploration results in the innovative design of Huayin old Aria(Huayin Laoqiang)non-heritage creative products,providing a new development idea for the dissemination of intangible cultural heritage.This strategy and method can not only be used in the dissemination process of Huayin old Aria intangible cultural heritage,but also provide reference for the dissemination and development of other intangible cultural heritage.