Visual Image Design Of Handicraft Brand From The Perspective Of Folk Culture

Linshu willow weaving is a traditional daily articles with local cultural characteristics in Linshu area.It uses local willow as the main material to weave a variety of simple and simple daily articles in line with the idea of local materials.Under the background of the continuous promotion of the protection of traditional handicrafts by the state,as a student of visual communication design,the author tries to further explore the folk culture of Linshu Willow weaving,and help the sales and communication of Linshu willow weaving from the perspective of visual image design of handicraft brand.Based on the perspective of folk culture and the author’s analysis and arrangement of the cultural resources of Linshu Liuzhu,this paper carries on the practice of brand visual image design.The specific contents and steps are as follows:Firstly,the cultural resources of Linshu willow weave are collected and analyzed,and the folk cultural elements of Linshu willow weave are extracted.Second,to Linshu Liuzhu market analysis and audience positioning,to determine the direction of brand design.Thirdly,the author analyzed the competitive products of Linshu Liuzhu,investigated the development status of local enterprises in Linshu,analyzed the existing problems such as the lack of regional cultural characteristic brands in Linshu Liuzhu,and tried to propose a solution for the visual image design of the handicraft brand of "Liuzhu Jixi" based on folk culture.Fourthly,the relevant typical design cases are analyzed to provide case guidance for subsequent design practice.Fifth,the brand positioning,according to the Linshu Liuzhu folk culture and brand positioning extract the brand concept and brand core value,with Linshu Liuzhu folk culture as the brand characteristics.Sixth,according to the above research results,the intangible culture of Linshu Liuzhu is visualized by means of illustration and graphic design,and the brand visual image design practice based on the folk culture of Linshu Liuzhu is carried out.By shaping the brand visual image design with local folk culture characteristics,the abstract folk culture is injected into the visual image of the brand,which is helpful to clearly and quickly convey the core connotation of Linshu willow weaving handicraft,and show the unique personality of the "willow weaving Jixi" handicraft brand.