Research On "Miguang" Paper Cuttings Brand Design Promotion Based On Intangible Cultural Heritage Inheritance

As an important part of China’s intangible cultural heritage,Paper Cuttings can improve its awareness through reasonable protection and inheritance.Branding can provide a new way for the inheritance and development of Paper Cuttings art in the contemporary era.In recent years,with the increasingly fierce market competition and the change of people’s consumption and aesthetic values,the survival and development of Paper Cuttings brands are facing enormous challenges.Therefore,brand design promotion is the only way for every Paper Cuttings brand to survive.This topic takes the "Miguang" Paper Cuttings brand as the research object,carries out brand design promotion practice,helps the brand solve the existing problems,and then provides design paths for other Paper Cuttings brands.This paper mainly starts from the following four parts.The first part is the concept definition and theoretical basis of related design,which mainly focuses on the related theories of brands,providing certain direction and case support for the design promotion practice of Paper Cuttings brands;The second part mainly investigates the representative Paper Cuttings brands in the current market,and analyzes the common problems of Paper Cuttings brands;In the third part,based on the problems and shortcomings summarized in the previous part,the design principles and key points applicable to the design promotion of Paper Cuttings brands are obtained,providing guidance and reference for the design promotion of "Miguang" Paper Cuttings brand.The fourth part focuses on the relevant research and analysis of "Miguang" Paper Cuttings brand,relying on the design promotion principles and key points of Paper Cuttings brand summarized in the third part,and carries out the "Miguang" Paper Cuttings brand design promotion practice,so that the brand can more adapt to the needs of consumers and the development of the times.The design promotion practice of Paper Cuttings brands is not only conducive to the improvement of the economic and cultural benefits of the "Miguang" Paper Cuttings enterprise brand,but also conducive to the inheritance and development of intangible Paper Cuttings culture.