Study On Visual Elements Application Of Chinese Qiang Embroidery In Packaging Design Of Tourist Commodities In New Beichuan

Qiang embroidery art has a strong traditional style and distinctive characteristics. They are colorful, hand-made, and they play an important role in the life of the Qiang people. It has very important practical values and practical significance that to carry forward our outstanding national cultural heritage and creatively use the elements of the national culture and art into the modern packaging design, for the reason that it can improve product image, promote product sales, and guide consumption.In this paper, on the basis of collecting folk art of Qiang embroidery, the color and shape laws for this form of artwork are summarized. From the analysis of its shape, color and other visual elements, the road of national product packaging design is explored.This article is divided into a total of five chapters. The first chapter describes the background, the significance and the approach taken of this study. Chapter2describes the geographic and cultural background of Qiang culture, including the origin and development of Qiang culture, cultural traditions and totem worship of Qiang people, which is the environmental infrastructure of Qiang embroidery art. The current situation and the problems of package design of tourist commodities from indigenous supply are discussed. In chapter3, the different forms of Qiang embroidery elements are analyzed and summarized. Its artistic characteristics, that is the unique colors and color combinations of Qiang embroidery art as well as composition forms and patterns are obtained. Chapter4provides methods for using Qiang embroidery visual elements in tourist commodities packaging of new Beichuan, including application of color, graphics, multiple materials and other modern elements in package design. In chapter5, the design examples with Qiang embroidery elements done by the author using the methods above are given and analyzed.The significance of the theoretical research is to guide practice, so the author hopes this article can provide some insights for the development and promotion of folk art and tourist commodities, and the packaging design of tourist commodities can obtain the public recognition.