Aesthetic Research Of Huaxizi Brand Design From The Perspective Of "New National Style"

With the rapid improvement of China’s overall strength and the enhancement of national consciousness,in the era of new media,people’s demand for spiritual culture is gradually increasing.In line with the development trend of The Times,the aesthetic trend of "new national style" reflecting Chinese characteristics arises at the historic moment.Under the influence of "new national style" cultural aesthetic trend,modern design is both cultural and innovative,and is spreading the new concept of Chinese aesthetic to the domestic and foreign countries with a new perspective,which is favored by the public.At the same time,many local brands have emerged in China,among which the local beauty brand "Huaxizi" has realized the establishment of beauty brand with the help of "new national style",established the label of "new national style" cultural brand,enhanced the brand cultural connotation,enhanced the brand national image,and led the trend culture of "new national style".Huaxizi brand as a model of domestic brands,its success benefits from the precise control of the aesthetics of the "new national style" culture.Aiming at this phenomenon,this paper uses case analysis method,literature research method and image analysis method to conduct in-depth research on aesthetics arising under the cultural trend of "new national style".This paper explains the aesthetic trend of "new national style" from the research perspective,introduces the background and development status of "new national style" culture,and sorts out the definition of "new national style" culture,that is,analyzes the connotation of "new national style" culture.And choose Huaxizi brand as the case of Huaxizi brand concept and positioning to summarize and analyze the integration of Huaxizi brand design and "new national style" elements in three aspects of theme narrative,brand design and implication performance.On this basis,it explains the aesthetic tracing to the East of Huaxizi brand design from the perspective of "new national style",the interpretation of aesthetic concept and the embodiment of aesthetic characteristics,and makes an in-depth interpretation of the aesthetic design of Huaxizi brand "new national style" from three perspectives.Finally,the aesthetic enlightenment of the cultural aesthetic trend of "new national style" from the perspective of national aesthetic.Traditional culture and intangible cultural heritage spirit three aspects of the summary.From the perspective of "new national style",the aesthetic research of Huaxizi brand design is conducive to the innovative development of Chinese excellent traditional culture and improve the public’s national aesthetic.It provides a new aesthetic idea of "new national style" for the visual image of other domestic homogeneous brands and helps to enhance the cultural connotation of other brands.At the same time,it also shows the aesthetic enlightenment produced under the influence of "new national style" culture to the world.