Research On Catering Brand Design Of Yangjiabu Woodblock New Year Pictures Based On Image Semiotics

The improvement of people’s living standards has stimulated the transformation of the catering industry from physiological needs to aesthetic needs.The combination of traditional culture and catering has become a hot trend,and cultural catering brands are gradually increasing,and brand awareness is also becoming more deeply rooted in people’s hearts.Yangjiabu woodblock New Year paintings,as one of the first folk arts to be included in the national intangible cultural heritage,are famous for their full and symmetrical composition,exaggerated and bold shapes,and strong and vibrant colors.The unique regional culture and visual elements of Yangjiabu woodcut New Year paintings are suitable for integrating into the visual design of Weifang catering brands,creating a brand image of woodcut New Year paintings with regional characteristics and local flavor,allowing Yangjiabu woodcut New Year paintings to reach the public with a new look,and supporting the "culture+brand" industry model.Under the guidance of image semiotics theory,this paper refines and shapes the symbolic characteristics of Yangjiabu woodblock New Year pictures in Weifang,and deeply discusses how to apply the visual language of Yangjiabu woodblock New Year pictures to the design of catering brands,so as to enhance the cultural attributes of catering brands and realize the establishment and promotion of Yangjiabu woodblock New Year pictures catering brands.Based on the theory of image semiotics,this paper summarizes and analyzes the symbolic characteristics of Yangjiabu woodcut New Year pictures by summarizing the basic contents of Yangjiabu woodcut New Year pictures and brand design,and uses flat visual expression techniques to extract auspicious,labor,printing and other themes from the production process,composition,graphics and colors of Yangjiabu woodcut New Year pictures.The image symbols of the theme are designed to design a New Year picture catering brand with Weifang regional flavor-’ Yangjiabubu ’Weifang characteristic catering brand.This research has innovated the expression form of Yangjiabu woodcut New Year pictures,promoted the development of Yangjiabu woodcut New Year pictures and Weifang catering culture,and made more people understand and like Yangjiabu woodcut New Year pictures and Weifang characteristic cuisine.It will also provide useful exploration and help for the inheritance and development of China ’s intangible cultural heritage.In order to determine the research content of the subject,this paper mainly follows the following five parts to explain,the first part is the main content of the existing domestic and foreign theories and analysis,and summed up the theory and practice methods;The second part Outlines the theoretical basis of image semiotics and catering brands,and carries out in-depth analysis based on relevant excellent cases.The third part clearly combs and integrates the basic overview and visual symbols of Yangjiabu New Year wood-block prints,and analyzes the development status of Weifang New Year picture catering brands.The fourth part elaborates the design principles and methods of Yangjiabu New Year wood-block prints catering brand based on the theory of image semiotics,and expounds the image symbol characteristics of Yangjiabu New Year wood-block prints.The fifth part is based on practice.Under the guidance of image semiotics theory and method,it extracts elements from the image symbols of Yangjiabu New Year Block-block prints and applies them to the systematic design practice of "Yangjiabubu" New Year prints catering brand.