Research And Application Of Lord Rabbit Cultural And Creative Products Design Based On The New Year’s Wish

This thesis mainly aims at the exploration of the research and application of the creative design of Lord Rabbit in the context of New year’s Wishes.Since the Ming Dynasty,the old Beijing Lord Rabbit has been the most popular and prominent image product among many traditional handicrafts in Beijing,mainly children’s toys,handicrafts and other forms,which is also an artistic expression of the Mid-Autumn Festival,and then gradually developed into one of the most representative intangible cultural heritage in Beijing.In a sense,Lord Rabbit is not only a manifestation of Beijing culture,but also contains some emotional spiritual demands of people,expressing the long-term yearning for reunion and happiness of the people in Beijing.The Spring Festival and the core moral of Lord Rabbit have something in common.Spring Festival is the most valued and fastidious festival of the year,which has an unparalleled important position in the hearts of our people.Because the Spring Festival means "the arrival of a new year",people usually sum up the course of life in the past year at the time of bidding farewell to the new year and make new expectations and visions for the new year.At the same time,the practice of "getting a good win" for the new year has gradually become an indispensable part of welcoming the New year,leading to the formation of a "culture of New year wishes".How to excavate people’s spiritual demands in New year’s wishes,and give them to Lord Rabbit,a non-material cultural carrier,and establish an innovative IP image,so as to design creative design products that can resonate with people’s products will be the key research direction of this topic.With the continuous development and growth of China’s creative design industry,the "core" and "soul" of creative products are becoming more and more important in design.The author hopes that through the new exploration of the design of Lord Rabbit’s new IP image and the combination of Lord Rabbit and New Year’s wishing culture in this topic,it can bring certain inspiration and reference to the design of other non-legacy creative products.