Shandong Langzhuang Facial Plastic Visual Image System Design Research

The traditional Chinese folk art with a long history is one of the most valuable cultural resources. However, with the development of economy and the change of times, nowadays the traditional folk crafts is facing the threat of extinction, and Shandong Langzhuang dough sculpture is one of them. As a prototype of dough sculpture art in the northwestern region of Shandong, Langzhuang dough sculpture has more than five hundred years history. Because of its superb craftsmanship and unique artistic style, Langzhuang dough sculpture was included as the second batch of national intangible cultural heritage in 2008 by the State Council. However, the dough sculpture today filled with local flavor has gradually faded out of people's vision. New generations of young people do not want to be engaged in learning and making figurines, thus the protection and inheritance of the dough sculpture have become an urgent problem to be solved.This paper takes the visual identity system design of Shandong Langzhuang dough sculpture as the research subject. Through on-the-spot investigation and relevant literature review, it starts from the background and current development of Langzhuang dough sculpture, analyzing the process characteristics and advantages and disadvantages of the dough sculpture's market; and then based on the early research analysis, the author proposes a realistic system design by using modern design thoughts and tries to develop Langzhuang dough sculpture from traditional folk crafts to the cultural products which in line with modern aesthetic and consumption, so as to further promote the development and dissemination of Langzhuang dough sculpture.The main contents of this thesis are divided into the following parts:Firstly, in the introduction of this paper, the author focuses on the importance and value of the visual identity system design of Shandong Langzhuang dough sculpture and systematically introduces the research background, research purpose and significance, research objects, research status, research priorities and difficultiesand major research methods. It demonstrates the necessity and importance of this visual system design to the development of Langzhuang dough sculpture, which paves the way to later writing of this paper.Chapter One: the overview of Shandong Langzhuang dough sculpture. It first summarizes the environment, origins, prosperity, decline and inheritance of Langzhuang dough sculpture. And based on the on-the-spot investigation and the collection and research of relevant literature of Langzhuang dough sculpture, it systematically arranges and records the Langzhuang dough sculpture's making materials, tools, steps and artistic features. This provides a theoretical basis for the visual system design of Langzhuang dough sculpture.Chapter Two: Preliminary research analysis of the visual identity system design of Langzhuang dough sculpture. Through the analysis of the necessity, importance of the visual system design of the dough sculpture and the dough sculpture's advantages and disadvantages, by using the consumer questionnaire, it finalizes the consumer groups and market positioning, which provides an early-stage preparation for the later design plan.Chapter Three: The visual identity system design scheme of Langzhuang dough sculpture. Based on preliminary research and analysis, the author gives system design for the dough sculpture. It gives a whole design for the dough sculpture from the base system and the application system to improve the market competitiveness of the traditional folk arts and promote the development of dough sculpture towards industrialization.To sum up, based on the visual identity system design of Langzhuang dough sculpture, this paper analyzes the plight, art characteristics and the design necessity of dough sculpture and finally presents a visual system design plan. The author hopes that it can make contribution to the protection and development of traditional folk crafts.