Research On The Design Of Franchised Souvenirs From The Perspective Of Traditional Culture

With the development trend of tourism and commercialization of modern large-scale activities,the franchise souvenir market,as an important economic pillar of large-scale activities,has immeasurable business opportunities.The franchised souvenir is not only a simple commodity,but also has the famous brand effect and the cultural connotation it needs to carry far beyond its own value.It can not only convey the spirit and idea of large-scale events,but also disseminate the excellent traditional culture of the host country and the image of the city.Traditional culture can also make franchised souvenirs more attractive and attract more attention of tourists.The core idea of this paper is the integration of Chinese traditional culture and franchised souvenirs.The content is divided into the following six parts:The first part is the introduction,which introduces the background,purpose and significance of the research.The second part discusses the definition,characteristics,classification and cultural functions of franchised souvenirs,and analyses the status quo and existing problems of franchised souvenirs,This paper analyses the relationship between Chinese traditional culture and Chinese modern design.In the third part,through the analysis of the valuable experience of excellent large-scale activities,the application of traditional Chinese cultural elements in the franchised souvenirs is obtained.The fourth part is the core part of the paper,which is also the innovation of the paper.According to the research on the Olympic Games,World Expo and World Park Expo franchised souvenirs,the design principles of franchised souvenirs are obtained According to the theoretical guidance of Benny Ding Leong and NORMAN,the design method of franchised souvenirs based on traditional culture is put forward.The fifth part is an example part,which is the specific application of the theory in this paper.Through the design example of the franchised souvenirs of the 2019 Beijing World Garden Expo,the design principle of the franchised souvenirs and the feasibility of the design method of the franchised souvenirs based on the traditional culture are further verified.The sixth part is the summary part,which summarizes the research results of the paper.It also expounds the shortcomings and limitations of the paper.