Research On Brand Image Design And Cultural Communication Of Traditional Lanterns In Shaanxi

Shaanxi traditional lanterns have a long history and profound historical and cultural accumulation.Lantern is an effective carrier of traditional culture,and its development is accompanied by folk culture and folk activities in Shaanxi.In the face of market competition in mechanized mass production in modern society,the traditional production methods of traditional lights in Shaanxi lack competitiveness,which directly affects the inheritance and development of traditional lanterns in Shaanxi,and the development of traditional handicrafts is difficult and difficult to inherit.Therefore,the establishment of brand image design of Shaanxi traditional lights and the protection of modern means of lighting are the keys to promoting the inheritance and active development of Shaanxi traditional lights.Through reviewing literature,interviewing lantern craftsmen and experts and scholars,and investigating the development of Shaanxi traditional lanterns,this paper sorts out the development history,production process,modeling characteristics and color characteristics of Shaanxi traditional lanterns,analyzes the visual representation and cultural value of Shaanxi traditional lanterns,and puts forward the necessity of Shaanxi traditional lantern brand image design.Secondly,through the theoretical research and comparative analysis of brand image cases of excellent traditional Chinese culture,three application principles of Shaanxi traditional lighting in brand image design are proposed:the principle of unity,the principle of innovation and the principle of regionality.The brand image design of Shaanxi traditional lanterns is carried out guided by cultural communication,and the lighting communication path is enriched by improving the digital communication channels of "Shaanxi Lanterns",creating a public communication platform,and entering the campus and classroom(offline).Finally,the innovative design practice of Shaanxi traditional lanterns is carried out,the traditional lanterns are combined with modern brands to create the brand image of "Shaanxi Lanterns",promote the progress of traditional lantern culture with the times,stimulate the inherent culture and epochality of excellent traditional culture,and provide new carriers and new ways for the dissemination and development of Shaanxi traditional lantern culture.