The New Regional Path

Author researches the vision of regional culture systemically by accounting for its characteristics, especially using the creative postcard as the carrier to have a preliminary study of visual discipline, theoretical methods, thinking of design and practice of project. At the same time, the author also focuses on the problem to explain his opinion.In the practical significance of the paper, author plans to have a meaningful discussion on the trait of project and the sustainable development of creative design. Depending on the development of cultural and creative industries, designers can make full use of the advantage of local resources to explore the R & D platform, and transform the value of visual culture into production which matches the need of market. What is more, designers could also expand the influence of Chinese culture and regional vision comprehensively by capturing the business opportunities during the 2008 Beijing Olympic Games, then create a new brand step by step in the local visual context.Based on the idea above, author presents the main problem, the research methods and the purpose of the study in chapter one. In chapter two, it is a summary about the creative postcard. Author explains the concept, characteristic and categories of the creative postcard. So, we can generally understand the subject of the paper. In chapter three, the main point is that further explaining the trait of regional culture, visual features and elements of development. All this renders people recognizing the vision of the creative postcard on the basics of regional culture. Actually The most important part of the paper is chapter four and chapter five. In this part, author analyzes thecreative postcard in three aspects------longitudinal analysis, horizontal analysis anddesign analysis. When facing performance of design, the project of design is deepened by creative thinking, design method and form of design. Furthermore, author wants to solve the problems of design in a professional technical level, and prove whether it is reasonable and effective or not by a lot of cases when designing. In the last chapter, chapter six, author begins to think the extension of the creative postcard, and emphasize on the essentiality of the research and development of cultural and creative industries, and of creating new brands of regional culture to form a theoretical and practical idea at the same time.At the end of this paper, author draws a conclusion in four points to finish his study. They are as followed: Firstly, actively promoting the development of cultural and creative industry with the new vision of the creative postcard which is rooted in the local recourse; Secondly, exploring the academic view and the application disciplines of the creative postcard by researching creative postcard comprehensively; What is more, analyzing and studying the creative postcard with systemic method; Finally, establishing a novel and tasting project in virtue of the advantage of local resources in the R & D platform.