Research On The Design Of Cultural And Creative Products Of Shui Ethnic Group Horsetail Embroidery From The Perspective Of Aesthetic Economy

Horsetail embroidery of Shui ethnic group is a traditional embroidery technique of Shui ethnic group.It was selected into the first batch of intangible cultural heritage list in 2006.As the most typical ethnic cultural symbol of Shui ethnic group,it not only reflects the life wisdom of Shui ethnic group women,but also contains profound folk culture and artistic meaning.With the arrival of the era of aesthetic economy,the value of Shui ethnic group horsetail embroidery as a cultural carrier has also changed from ethnic art to ethnic resources.In the process of transformation,the cultural and creative products of horsetail embroidery emerge one after another.However,due to the inadequate publicity of ethnic culture and the slow development of cultural industry,the aesthetic and functional design of horsetail embroidery cultural and creative products can not meet the needs of modern people,resulting in problems such as low level of product development,lack of creativity,high price and uneven product quality,which are difficult to connect with the modern market.In this paper,field research,literature research,product design and other research methods are used to study the cultural and creative product design of horsetail embroidery.Based on a large number of previous literature research,we went to Sandu Shui Autonomous County to investigate the market of horsetail embroidery cultural and creative products,and combined with rich field data to analyze the general situation of horsetail embroidery and the current situation of horsetail embroidery cultural and creative products.This paper explores the objective factors of the origin of horsetail embroidery and the relevant historical and cultural background,classifies the existing horsetail embroidery products according to the product types,analyzes the current situation of horsetail embroidery products and industries from the perspective of material and human,and finds out the existing problems of horsetail embroidery cultural and creative products.The SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and challenges faced by the development of horsetail embroidery cultural and creative products.Based on the core of aesthetic economic theory and the questionnaire of horsetail embroidery's cultural and creative products,this paper summarizes and puts forward the design principles of horsetail embroidery's cultural and creative products driven by beauty and the design methods aiming at profit.Finally,based on the analysis of aesthetic economic theory and the design path,the research and development of cultural and creative products of horsetail embroidery belt culture "children series",horsetail embroidery clothing culture "Women series" and horsetail embroidery Shui ethnic group myth "Life Series" are carried out.It is concluded that under the promotion of aesthetic economy,the innovative design of horsetail embroidery cultural and creative products will develop a new mode,and aesthetic economy will promote the economic development of the Shui ethnic group and the inheritance of the traditional manual living state.