Research On The Derivative Design Expression Of "Qixi Festival" From The Perspective Of The New Generation

As a traditional festival carrying national culture,Qixi Festival is a symbol of national cultural identity.In the collision of Chinese and Western cultures,the prevalence of Valentine’s Day has caused a certain impact on Chinese Qixi Festival.The popularity of Western festivals in China confirms the trend of The Times.The Chinese "Qixi Festival" is called "Valentine’s Day" by the public,which is a lack of thoughtful holiday cognition.On the basis of recognizing our national roots,we need to explore new roads,grasp the value and significance of festivals,exp and new cultural space,draw lessons from the superiority of western festival culture,and innovate the visual image design of The Festival under the premise of carrying forward the cultural connotation of Chinese Qixi Festival.Different from traditional times,it mainly analyzes the design thinking of Qixi Festival from the perspective of the New generation,and designs and creates Qixi Festival around the scope of the new generation.This thesis mainly focuses on the construction of the visual design system of Chinese Qixi Festival from the perspective of the New generation,and creates the trendy Qixi Festival from the perspective of the new generation.On this basis,it protects and innovates China’s traditional festival culture,promotes the inheritance and development of Qixi Festival,and goes to the world.Through literature research and inductive and deductive method,this thesis studies the Qixi Festival from its development and origin,traditional customs,symbols,cultural connotations and other contents.This thesis analyzes the new visual expression form of Qixi Festival from the perspective of the new generation,understands the thinking of Western Valentine’s Day on Chinese Qixi Festival through literature research,and proposes the necessity of constructing the visual system of Qixi Festival from the perspective of the new generation and the public’s design demand for Qixi Festival from the perspective of the new generation.Through case analysis,the visual design cases of Western Valentine’s Day and Christmas are analyzed,and the construction method of visual system is derived.Abstract the cultural theory of Qixi Festival through design demonstration method,extract the basic part of visual graphic elements and colors of Qixi Festival,analyze the design strategy of font design,poster design,IP image design and other derivative application design.Through the extraction of the System of Qixi Festival,new design concepts are put forward and new visual expression is presented.From the perspective of visual design,the derivative system of visual design of Qixi Festival is constructed with new design language.This thesis has theoretical value and design application value,for the design of other traditional festivals put forward a new theoretical practice exploration.There are 91 figures,2 tables and 74 references in this thesis.