Research On The Design And Application Of IP Image Based On The Clay Sculpture Culture Of Gaomi Niejiazhuang

As an intangible cultural heritage of Shandong Province,the clay sculpture of Gaomi Niejiazhuang not only has the unique cultural charm of the folk,but also has a high artistic value.However,with the rapid development of the society,Gaomi Niejiazhuang clay sculpture is gradually forgotten as a traditional clay toy,facing the dilemma of "marginalization" and the real problem of inheritance and development.In order to better inherit the artistic characteristics of Gaomi Niejiazhuang clay sculpture,integrate its aesthetic value and cultural connotation into real life,consider how to create IP image design to evoke people’s emotional resonance,make Niejiazhuang clay sculpture "new life",explore new ideas of inheritance and innovative development of non-heritage culture,and be able to spread and create a sustainable This paper examines the traditional clay sculptures of Niejiazhuang,which can be used to promote the integration of culture and tourism.This paper firstly composes and classifies the traditional craft of clay sculpture of Niejiazhuang as a whole,briefly summarizes its development and characteristics,explores the artistic elements conveyed by its craft modeling colors and patterns,extracts the elements and connotations applicable to IP image design,and extends the cultural and creative products showing local characteristics.Secondly,through the theories related to IP image design,the thinking and practice case analysis of IP image design are explored in depth,the theoretical connotation and characteristics of IP are grasped,and the design thinking of Niejiazhuang clay sculpture IP image design and cultural and creative products are studied and refined.Again,through case analysis and research practice,this paper constructs the cultural IP image of Niejiazhuang clay sculpture from the levels of design orientation,design principles and methods,and explores the local brand resources from the local regional culture to expand the depth and breadth of Niejiazhuang clay sculpture IP design.In addition,based on this foundation,the design of derivative cultural and creative products was carried out according to the characteristics of the IP image design of Niejiazhuang clay sculpture,and the design of the "Nini family" thematic brand IP image and cultural and creative products was finally completed.The modernization of the clay sculpture of Gaomi Niejiazhuang in the form of IP will not only revitalize the clay sculpture culture of Niejiazhuang,inherit the excellent Chinese traditional culture,but also contribute to the sustainable development of the clay sculpture brand of Niejiazhuang,expand the survival and development space of the clay sculpture of Niejiazhuang,show the contemporary value and promote cultural innovation.