Research On Inheritance And Application Of Wuqiang New Year Pictures In Brand Image Design

Woodblock New Year Picture is a very important part of Chinese folk art.It is the sincere expression of the working people’s wish for a better life and their pursuit of life.It carries thousands of years of farming civilization in China and is the wealth of civilization handed down from generation to generation.Wuqiang woodcut New Year pictures are traditional folk works of art that have been handed down to this day in Wuqiang County,Hebei Province,and are well preserved with outstanding styling style.They are one of the national intangible cultural heritages.With the development of the times,the limitations of the inheritance and application carrier of New Year pictures are gradually revealed.Keeping pace with the times and bringing forth the new is a necessary way for Wuqiang New Year pictures to follow the footsteps of the times and survive and develop.The combination of Wuqiang New Year pictures and brand is a process of mutual borrowing and mutual achievement.Combining Wuqiang New Year pictures with Wuqiang local brand "Shi’s Roast Chicken",the modern design context is used to interpret the form and function of Wuqiang New Year pictures,so that the traditional art culture and brand image design are deeply integrated,and the brand strengthens its own personalized expression and regional characteristics with the help of Wuqiang New Year pictures.The brand also provides a new carrier for the inheritance and development of Wuqiang New Year pictures.By studying the origin,artistic style and narrative mode of Wuqiang New Year pictures,this paper digs up the folk connotation and cultural connotation conveyed in Wuqiang New Year pictures,refines them and applies them to brand image design.While retaining the artistic features of Wuqiang New Year pictures,it will make them more in line with and close to the aesthetic needs of modern people,realize the application and inheritance of Wuqiang New Year pictures in brand image design,and make a modest contribution to non-genetic inheritance.