Yunnan Wamao IP Image Design Based On Emotional Design Theory

The innovation and dissemination of intangible cultural heritage is an important way to develop the cultural industry.As an important component of traditional Chinese culture,there are more and more IP images related to intangible cultural heritage in the new era.An excellent IP image can not only effectively spread intangible cultural heritage,but also protect culture in certain circumstances,and increase national cultural confidence,In addition,designing IP image for culture can also stimulate consumers to consume,drive the economic benefits of a certain region,and promote the construction of a cultural power.This study used research methods such as literature review,in-depth interviews,and questionnaire surveys to design the IP image of the intangible cultural heritage of Yunnan Wamao.The target group was interviewed in depth and an evaluation structure map was constructed to extract charm factors.The charm factors were combined with the three-level theory of emotional design to design questionnaire items.In the questionnaire survey,the appearance and shape of the characters in the IP image were analyzed,Through investigation and analysis of color selection and types of cultural and creative derivatives,it was concluded that the characteristics of IP images favored by the target audience are: cute images,warm color tones,warm and healing character designs,cultural background stories,etc.Afterwards,based on the praying culture contained in the primitive imagery of Yunnan Wamao,as well as the obvious cultural characteristics of Wamao: "exaggerated big mouth","cat form",and "pointed ears",the design style,color,shape,and story setting of the IP image were determined using emotional design theory to be named "WOW!! Cat".As the name of Wamao’s IP image,we hope to provide new directions for IP image design.