Research On The Brand Image Design Of Zigong Lantern Festival Folk Culture

In the five thousand years of the history of the Chinese nation,the people not only created civilized achievements of brilliant material,but also gave birth to brilliant spiritual civilization,and folk culture is reflected in the blend of the two.With the influx of economic globalization,festivals also perform as the national centripetal force of national culture and embarked on a new journey of brand development.Zigong Lantern is an emerging folk culture brand,its propaganda is also mushrooming,but because of the lack of innovative ideas,and non-forming a standardized system of brand image.In addition,the folk culture in its image design integration is still unsatisfactory,so that the brand's biggest benefit in the process departures from the original intention.The author starts from the realistic situation of the design of folk culture brand image of Zigong Lantern Festival.After the review of the research focus,difficulty and innovation,the author summarizes the Zigong Lantern Festival from the aspects of folk culture and brand image design,and excavates Zigong Lantern brand image of the value the same time,then by reference to other similar types of festivals on the application of folk culture,the author tries to find the reasonable ways to apply the designed elements of folk culture.Secondly,based on the elements of folk culture,the author proposes three design strategies for Zigong Lantern brand image:to highlight the festival culture and show the value of folk culture;to establish a sense of innovation and break the brand image design rules;to focus on emotional integration and sustain national psychological inheriting.Finally,through the practice of research,merging the folk culture element of Zigong Lantern and image design as the focus,the author designs brand image for Zigong Lantern Festival,so as to serve the local economic and social development purposes,to promote Zigong Lantern Festival folk culture development,to show the world the characteristics of our folk culture.In addition,through this study,we will provide theoretical and practical reference for the future design of Zigong Lantern Festival folklore brand image design and even other folk culture brand image design research.