| Hunan's long history,diverse national culture and unique natural environment have created Huxiang's rich and intangible cultural heritage.With Changsha palm fibre weaving as the research object,It has the reputation of “three permanents in Changsha” with Xiang embroidery and chrysanthemum stone,According to the field research and visits to the inheritors of palm fibre weaving,it is found that the packaging design of Huxiang intangible cultural heritage of palm fibre weaving tourism products generally has problems such as “nude” packaging,rough packaging materials,lack of standardization of packaging structure,and lack of visual elements.These have inevitably lowered the palm fibre weaving artistic taste,coupled with the relative backwardness of the inheritors' thoughts and the self-restraint of the skills,forcing the palm fibre weaving process in some areas to fall into the predicament of no inheritance and poor sales.Reshaping the brand packaging design of Changsha palm fibre weaving tourism commodities is one of the important strategies to realize the rise of Changsha palm fibre weaving,which plays an equally important role with the inheritance and innovation of its technology.This topic takes the principle of tourism commodity packaging design and the artistic characteristics of the non-legacy brown-woven products as thegeneral requirements.Relying on the excellent traditional national culture of Huxiang,combined with the symbolic aesthetics of Xiangxi batik's pattern expression technique and palm fibre weaving technique,the research and practice of palm fibre weaving brand packaging design,and try to use digital media art for brand promotion.The establishment of the brand and the perfection of packaging have built a bridge of modern social economy for traditional handicraft art.The multi-sensory communication of digital media has become the technical language of traditional art modernization,further expanding its artistic and cultural appeal,and also its art. |
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