Research On The Design Of Chinese Zodiac Personification In The IP Image Of ShFu Brand

Among the traditional Chinese culture,the Chinese zodiac culture occupies an extremely important position and has become the genetic element of the Chinese cultural heritage,as well as a typical cultural symbol.With the advent of digital media era,IP image marketing has become a new option for brand marketing,and this paper takes the design method of "personification" as the starting point and selects 12 zodiac signs as the research object.After the personification of the Chinese zodiac,although the essence remains unchanged,it can be transformed into a vital symbol by taking on the state,character and thoughts of a human being,thus enhancing the spiritual connotation of the brand symbol.The paper first systematically composes the development trend of the twelve zodiac signs and combines the conceptual characteristics of personification with the fit between the personification of the zodiac signs and the IP image of the Genus Fortuna brand.Starting from the image of the zodiac,the paper incorporates the personification expression in terms of shape,color,clothing and story background.Through the strategic research and design practice of the IP image,the theory is linked to the practice,and it also serves as the verification process of the design research of the zodiac personality in the IP image of the Genus Fortuna brand,and creates a strong promotional zodiac IP image derivatives.Finally,we conduct a design reflection to study the academic,social and commercial value of zodiac personification.Through this study,we aim to deeply explore and promote the culture of the Chinese zodiac as a way to enhance people’s awareness of its historical significance and social influence in modern society,and to effectively promote its development and dissemination in today’s society.