Research On Li Hou Hu Ip Image Design Based On Emotional Design Theory

As the intangible cultural heritage of Shanxi,Li Hou Hu has a profound cultural and historical heritage,and is one of the most representative folk handicrafts in Shanxi.However,with the impact of the Internet wave,Li Hou Hu is gradually disappearing into people’s cultural memory.This project research,under the guidance of relevant theories based on emotional design,designs the IP image of Li Hou Hu,and through the use of design language,renews the folk art and culture of Li Hou Hu,thereby promoting the development of Shanxi Li Hou Hu culture and inheriting the spiritual memory of Shanxi Tiger culture.During the research process,literature research,questionnaires,and experimental examples were used to design and study the Li Hou Hu.Design the IP image of Li Houhu under the guidance of emotional design theory.During the design process,the three design principles of emotional design will be combined: design at the instinctive level,design at the behavioral level,and design at the reflective level.Instinctive design covers the design of characters’ shapes,materials,colors,and other aspects.The design of the behavior level is based on the basic image design of Li Hou Hu,starting from the blessing implication of Li Hou Hu,and by emphasizing the function and easy identification,the IP image of Li Hou Hu is derived from products.The reflective level will summarize the improvements in the emotional experience of the IP image design of Li Houhu through visual perception feedback on the instinctive level of design and functional experience feedback on the behavioral level.By using emotional design theory to design the IP image of Li Houhu,the goal is to make the IP image design guided by emotional theory more suitable for consumers’ aesthetic and perception,and attract the attention and emotional resonance of the audience.As a result,the sales volume of Li Houhu has been improved,the cultural value has been inherited and promoted,and ultimately the gradually blurred cultural memory of people has been awakened.