Research And Practice On The Design Of Cultural And Creative Products Based On The Song Dynasty Painting “Along The River During The Qingming Festival” Dynasty

With the support of national policies in recent years,China’s cultural and creative industries have developed rapidly,and cultural and creative products have become an important medium for carrying and disseminating excellent traditional culture.The Northern Song Dynasty painting "Along the River During the Qingming Festival" is one of the top ten ancient Chinese paintings,and an outstanding representative of Song Dynasty genre painting.The painter Zhang Zeduan depicted the city life in the capital of Bianjing during the Northern Song Dynasty,creating a rich and magnificent painting with superb painting techniques and clear and precise layout.Both the content and the painting techniques have irreplaceable historical and cultural value,and are an indispensable part of the research on Song Dynasty culture.However,most of the creative products based on "Along the River During the Qingming Festival" focus only on the direct application of the patterns,lacking in artistic and cultural value,and cannot meet consumer demands.Therefore,based on the artistic and cultural value of "Along the River During the Qingming Festival",this paper aims to explore the ideas and methods of combining the painting with creative design,in order to disseminate cultural values and meet consumer needs,and to further promote the development of excellent traditional culture.This paper first introduces the research status of "Along the River During the Qingming Festival" and creative design,and the research ideas of this paper.Then,the background and value of "Along the River During the Qingming Festival" are introduced,and the culture of the painting is subdivided into two directions: artistic expression and cultural connotation.Based on the classification and basic characteristics of creative products based on the painting,the problems that need to be paid attention to in the design of creative products are proposed through field research and questionnaire surveys,and the principles and methods of creative design are summarized.Finally,according to the proposed design strategies,the conceptualization and practice of creative product design are carried out.