Research On The Application Of Liangping Woodblock New Year Pictures In The Design Of Cultural And Creative Products

Woodblock New Year pictures are a traditional folk art form with a long history in China,with profound cultural and artistic value.As one of the three largest woodblock New Year pictures in the southwest region,Liangping woodblock New Year pictures have a history of more than 300 years.However,with the changes of the times,the advancement of technology and the weak handicraft inheritance,the creation of New Year paintings was once in trouble.After the reform and opening up,Liangping District has always attached great importance to the inheritance and protection of Liangping woodcut New Year pictures,and successfully applied for the approval of the State Council in 2006 to be included in the first batch of national intangible cultural heritage lists.This paper absorbs the design experience of woodblock New Year pictures and cultural and creative products in other regions,and recreates the main shape of the original New Year pictures,while avoiding the reproduction of pictures in the form of cultural and creative product innovation.By collecting and analyzing schema theory data,define the related concepts of schema theory in the field of art,provide a theoretical basis for this article,and explain the relationship between woodblock New Year pictures and schema.From the three aspects of image schema,psychological schema,and communication schema,it analyzes the social,independent,personal and semantic schema characteristics of Liangping woodcut New Year pictures schema.Using the symmetry,deformation,and exaggeration of Liangping woodblock New Year pictures,the representative theme New Year pictures are used in design practice,and the method of using woodblock New Year pictures in the design of cultural and creative products is explored.Combining on-site interviews and questionnaire surveys to sort out effective data,locate the design target group as young women,use the questionnaire data to summarize the price range of this cultural and creative product,factors affecting purchases and preferences,and propose corresponding design principles and design concepts.According to the schematic features and expression forms of Liangping woodcut New Year pictures,the psychological schema and the communication schema behind the image schema are explored from the three dimensions of form,color and meaning,and the design elements of form,color and meaning are applied to cultural and creative products.In the design process,the symbolic design method was used to simplify and summarize the image schema,inherit the social meaning of good fortune and good health from the intentional selection,and complete the design practice.Through the form of cultural creation,the digging of Liangping woodblock New Year painting patterns,linking the spiritual interaction between traditional folk culture and modern life,brings economic value,not only retains the non-genetic heritage,but also conforms to the trend of the times.Limited by the limited records of surviving materials,non-genetic inheritors are scarce,there are few samples of Liangping woodcut New Year pictures cultural and creative products that can be referred to.The innovative form of this design practice needs to be improved in order to better disseminate excellent folk art in the new media era.