"Yue Lu Good Young Man" Cultural Creative Product Design

Since the Northern Song Dynasty,Yuelu Academy has undergone a thousand years of change.Despite the vicissitudes through social changes,Yuelu Academy is still a steady flow of talent for the society,is the cradle of modern Huxiang talent group.It’s very famous for the couplet on the gate,which means Chu had a lot of talents,and here were the most.Youth is the epitome of the times,and the changes in society are deeply imprinted in the culture of youth.At the beginning of the 20 th century,the times were turbulent and social chaos.At the time of the survival of this country,Yuelu Academy has emerged generations of aspiring young people.With a strong sense of social participation and advanced enlightenment,they promote the social progress and change of modern times,and their thoughts and life philosophy,had become the essence of Huxiang Culure,which is also the “Youth Culture of Yuelu”,the study hopes to spread.Although the academy has a deep cultural heritage and a long history,it has been devastated in the war against Japan,in 1938,part of the school building and famous sites were lost.While before the war,youth culture of the modern Yuelu Academy has been basically formed.Therefore,the study selected 1900-1937 as the background of the times,and selected the representative people of Yuelu Academy in the early 20 th century.Then combing through their life trajectory to summarize their great contribution to historical innovation,and 3xtracted the spiritual connotation seamount behind it and spread it,which is beneficial to enrich the cultural connotation of Hunan University campus and to the continuation and inheritance of the excellent youth culture of Yuelu Academy.Meanwhile,the essay studied the visual culture at that time,using the literature research method,classification research method,case analysis method and comparative research method,taking the development of modern Changsha newspaper as the representative,to study the evolution of the visual style of Changsha in the early 20 th century,exploring the visual mode and presentation effect of cultural communication at that time,and the visual form and the way it conveying the spirit of the times.Then,summarizing the laws and characteristics of visual art,compared and reflected the visual culture and contemporary visual culture in the 20 th century.Finally,the research results were applied in the practice of Yuelu Academy’s cultural creative design.By extracting and redesigning the visual elementsrom the modern Yuelu Academy and youth culture,the cultural elements were combined with modern products,to develop the new product,based on the youth culture of Yuelu Academy and 20 th century visual concept.This study has completed the process of cultural extraction,symbol transformation,design innovation,expanding the content of the modern part of Yuelu Academy’s cultural and creative product line,and further develops and spreads the inspirational spirit and positive energy culture of Huxiang culture and "old alumni",expanding the connotation of Hunan University campus culture.It has certain value in enriching the current visual culture and improving the negative phenomenon in the contemporary youth culture.