The Design Study Of Brand Image Of Luzhou Traditional Handicrafts

The rise and fall of national traditional handicraft which implies the unique culture and history of a nation reflects the evolution process of national culture. Nowadays, the culture foundation, material foundation and survival environment on which traditional culture depends have been seriously damaged. Sociologist Edward Shils has said that tradition is the guarantee of order and civilization quality. How to maintain the characteristics of national regional culture and protect the folk traditional culture has become an urgent problem. Under the instruction of supervisor, the oil-paper umbrella of Luzhou which is a typical traditional crafts in Sichuan province was researched through a market survey to traditional craft. From understanding the small and individual brand image of the oil-paper umbrella, we recognized how the wide and general traditional culture to survive and develop in the modern society. In order to achieve the purpose of the sustainability of the protection and revitalization of traditional arts and crafts, this paper analyzes the status quo of the traditional arts and crafts in Luzhou according to the background and evolution of traditional arts and crafts. For developing the brand of traditional arts and crafts which meets the market requirement, we dig the culture resource embedded in the traditional arts and crafts based on the cultural industry development status of Luzhou. The development strategy of’one product each area’ and the overall unity planning of brand image of traditional arts and crafts are used to popularize the overall brand image which is given modern design features, and improve the competitiveness and influence of the traditional arts and crafts in the development of modern market economy. The narrow concept that traditional arts and crafts of Luzhou should be old and conservative will be changed through these methods. Therefore, this work is helpful to promote the modern value of traditional arts and crafts and to produce the competitive products of traditional arts and crafts. So this unique regional culture can be merged into economic development of industrialization and be faced to the whole world.