Research And Design Practice Of Yingjing Black Sand "YASHAO" Brand

Among the many excellent traditional cultures of the Chinese nation,folk hand-made pottery has a special status and role.Among them,the Yingjing sander with a long history of craftsmanship was rated as a national intangible cultural heritage in 2008.For more than 2,000 years,the raw material formula and unique firing process of the Yingjing sand maker have been passed down and passed on from generation to generation,which can be regarded as an ancient living stone model of pottery.However,in the course of modernization in recent years,due to the lack of brand awareness and inadequate brand building ability of local craftsmen and craftsmen,the entire craft industry has stagnated,and the characteristics of the Yingjing sand ware have not been effectively demonstrated.This article takes the brand image as the research object,and mainly studies one of the representative brands in the Yingjing sand ware industry-"Ya Shao".In this article,the historical origins,manufacturing techniques,utensil characteristics and other cultural characteristics of the Yingjing sand ware are firstly studied.The background,founder,brand concept and vision of the "Ya Shao" brand are summarized and their respective characteristics are summarized.Subsequently,the article focused on describing the current status of the product image,logo image,packaging image,and publicity image in the "Ya Shao" brand image.Through analysis of the status quo,the current lack of cultural expression,vague positioning,and lack of systemicity of the brand image was identified.Three major issues.The focus of this article is to explore the cultural connotation of the Yingjing sand utensils through the study of the spirit and regional culture of the Yingjing sand utensils,in order to solve the lack of cultural expression of the brand image.Combining consumer needs and brand characteristics,the “Yapu "One-to-one" brand image repositioning to solve the problem of blurred positioning in the brand image;finally,this brand image positioning is used in the optimization design of the brand image,and the lack of system in the brand image is solved through a series of design practices Issues of sexuality and communication.The purpose of this book is to optimize the design of the "Ya Shao" brand image,with a view to developing the Yingjing sandware industry,and providing a reference and reference exploration plan for the construction of the local traditional non-heritage brand image.