Fengxiang Woodblock Printing Tide Play Brand Image Design

Fengxiang woodblock print,as a national intangible cultural heritage,has a deep cultural connotation.With the development of the times,young people still have a shallow understanding of it and are facing loss of heritage.According to the survey,most of the works designed with woodblock prints at home and abroad stay in the graphic category,which is characterized by a single theme,insufficient content of cultural and creative products,no systematic branding,and shallow cultural connotation excavation.Based on this,this paper firstly composes the current situation of the protection and inheritance of Fengxiang woodblock prints,the classification of the subject matter and artistic characteristics,secondly plans the brand design strategy,then locates the brand development direction,and determines the design of the New Year painting tide play character with the image of three gate gods,Qin Qiong,Jing De and Zhong Kui.The article draws on the design ideas of Japanese handicrafts and excellent New Year paintings,researches consumer groups,finds the combination of trendy toys and New Year paintings,and uses innovative design techniques to break through the plane and shape the brand image of Fengxiang Woodblock New Year paintings in the form of trendy toys,and designs illustrations for three themes: great wealth and prosperity,yearning for goodness and daily life,based on which a series of cultural and creative products are designed.In this way,we broaden the channels of traditional culture inheritance and protection,expose more young people to Fengxiang woodblock prints,stimulate interest and build cultural confidence.