Research On The Design And Promotion Of Folk Culture Brand Of Huji Book Fair

Huji Book Fair is a grand Quyi fair that has emerged and taken root in Huji Town,Huimin County,Shandong Province.It is the first batch of intangible cultural heritage in China.As a folk custom activity that has been inherited for over 800 years,the Huji Book Fair contains rich cultural resources of folk art,and is one of the two existing ancient book fairs in the country.The Huji Book Fair is held during the Spring Festival.During this period,storytellers from various places will come to the Huji Book Fair to rap and perform skills,and conduct quyi exchanges.People in the vicinity will also rush to the Huji Book Fair’s market to buy holiday supplies and watch the storytelling performances of quyi artists.This folk custom has been preserved from generation to generation,and is an intangible folk culture that is jointly displayed to the world by folk artists and local people,It is known as the "living fossil" of the Chinese Quyi Festival.The Huji Book Fair,a folk activity with a long history,has great cultural value.It has great significance for the dissemination of folk art culture and the inheritance of folk culture,enriching the entertainment life and spiritual pursuit of local people.However,in the late 1980 s,due to factors such as politics and war,the Huji Book Fair gradually declined.After 1990,the cultural life of the masses showed a trend of diversification.With the increasing economic level and the popularization of new media,the Huji Book Fair began to reach a low point.Nowadays,the floating population of the Huji Book Fair is gradually tending to "aging",and in recent years,the participants have only relied on the hard support of the older generation.The Huji Book Fair is facing the dilemma of lacking the "blood" of young people,which also leads to the increasingly weak inheritance of the Huji Book Fair.In the long run,Hu Jishu may face the risk of extinction.From the perspective of artistic design,this paper will elaborate on the content and inheritance value of the Huji Book Fair through a large number of research and analysis,and explore the methods and significance of promoting the Huji Book Fair.Propose ways to promote and promote the folk culture of the Huji Book Fair by creating a brand image of the folk culture of the Huji Book Fair.On the basis of tracing the brand design theory,theoretical research is conducted based on the current situation of folk culture brand design and comparison with the development ideas of the Majie Bookstore.The characteristics and advantages of the Huji Bookstore brand are summarized.Through the research and analysis of the Huji Bookstore brand design,the market positioning and customer needs of the brand are understood,and consumer demands for the Huji Bookstore brand are studied,providing theoretical support for the later design of building the Huji Bookstore cultural brand.Finally,it summarizes the design principles and methods for creating a cultural brand of Huji Bookstore.This article uses the design of the brand visual identification system to enrich the content of the cultural brand of the Huji Book Fair.Through the integration and classification of the Quyi elements and activity elements in the Huji Book Fair,it designs the visual elements of the Huji Book Fair brand,and thereby spreads the Quyi culture of the Huji Book Fair,exhibits the folk characteristics of the Huji Book Fair,and provides a new channel for people to better understand the Huji Book Fair,It has certain value and significance for the inheritance and promotion of the Huji Book Fair.