Based Integration Dazu's Culturalcharacteristics With People's Daily Life

The cultural and creative industries,which emerged in the western developed countries in the 1990 s.With their unique industrial characteristics of combining culture,economy and technology,it developed and covered the whole world rapidly.Along with the social and economic development,the cultural and creative industries have also enjoyed vigorous development in recent years under the impetus of our country.At present,under the general trend of the development of cultural and creative industries,in order to transform cultural resources into engines of economic development,we can explore the branding construction based on the excavation of cultural characteristics in more depth and take the brand image of cultural exclusiveness Creative and derivative design into sensible,vivid and unique local cultural self-confidence to stimulate the public to pursuit for a better life and at the same time satisfy their new needs for cultural experience.Dazu Rock Carvings are located in Chongqing,southwestern of China.As a representative of late-stage grotto art in our country,Dazu Rock Carvings have unique statues and belong to the world cultural heritage.Dazu Rock Carvings have profound scenic resources,tourism resources,cultural connotations,which has brought tremendous advantages to the cultural and creative brand building and derivative product design.Based on the excavation and extraction of the cultural resources of Dazu Rock Carving,this project uses the method of design and the modern aesthetic to revitalize the traditional historical culture as well as to construct the cultural and creative brand and further to enhance people's cognition of Dazu rock carving culture and promote the benefit of cultural and creative industries.Through the research and practice of derivative design,we connect the culture of Dazu Rock Carvings with the needs of daily life,and try to explore the design and classification methods of derivative products of cultural creative brand.On the one hand,this research is of great significance to the protection,propaganda,inheritance and development of Dazu stone carving culture;on the other hand,ideas and methods obtained from this research also provide a new theoretical and practical reference for the design of cultural and creative brand image.The full text contains of five chapters:The first chapter introduces the research background,the current situation,the purpose and significance,and the analysis of innovation and difficulties,which illustrates the importance and necessity of this research.The second chapter expounds the basic concepts of cultural and creative industries and cultural and creative brand image,which are different from the usual brand image design.Through the study of domestic and international cultural creative brand cases,the author analyzes the status quo of Chinese cultural and creative industries and provides theoretical reference for the following chapters.The third chapter presents the process of how to excavate and extract Dazu stone carving culture and sorts out the Dazu stone carving creative brand positioning and design principles.Combining with modern design language,the author showed traditional history and culture through the practice of Dazu stone carving creative brand image design.The fourth chapter analyzes the demand of people's daily life combined the cultural connotations of Dazu Rock Carvings.Based on Dazu Rock Carving creative brand image,the author conducts the positioning and classification planning of derivative design products and guides the practice of derivative design.The fifth chapter summarizes the subject.