Research On The Visual Image Design Of Intangible Cultural Heritage Beijing's Silk Figurines "Tang Ren Fang" Brand

At present,the society is full of actively carry out the intangible cultural heritage brand promotion activities,in order to realize the intangible cultural heritage in the commercialization of the brand protection,innovation and development.Beijing municipal people as the traditional art of intangible cultural heritage,is the outstanding representative of Chinese traditional art and silk plastic part.In the face of the current process of people lost position,"Beijing Tang Fang" for opening up a brand of commodity production operation mode of the road.However,the "Tang Fang" brand is now facing a brand image,brand image lag,personality is not clear,not enough to promote the issue.Therefore,the purpose of this study is through the analysis of the traditional art heritage brand image design method,to help optimize the traditional art of non-material cultural heritage brand visual design,so as to adapt to the changing of modern consumer market,the dissemination of traditional culture.This paper first discusses the related concepts of intangible cultural heritage,Beijing silk,brand image and theory.Then combined with the case analysis of the brand image in the market,from the perspective of brand science,psychology,semiotics and other disciplines,this paper analyzes and summarizes the visual image design methods of traditional art.And to study the traditional art of non heritage brand visual image design method,as a further guide to the non brand "Tang Fang" theoretical basis.