Su Shi’s IP Image Design Under The Background Of National Tide

Su Shi has a very high position in the literary world of the Northern Song Dynasty,and has deep attainments in poetry,calligraphy,prose and painting.Su Shi is also a very symbolic cultural celebrity in Meishan,Sichuan Province,China.Under the prevailing cultural phenomenon of national tide,the aesthetics of traditional culture is recovering,and there is an urgent need for deeper cultural core support and new forms to integrate local culture with the trend.Taking Su Shi’s IP image as the source,this paper designs the Guochao cultural and creative derivatives of Su Shi’s IP image.It is of great significance to promote regional culture,carry forward the spirit of China’s excellent cultural tradition,improve the cohesion of the Chinese nation and enhance China’s cultural soft power.Based on the background of Guochao and the portraits of Su Shi in previous dynasties,this paper discusses the definition,development status and related cultural and creative derivatives of Guochao.It also collects and combs Su Shi’s life stories,portraits and literary achievements,extracts design elements from Su Shi’s cultural resources,and provides a theoretical basis for the later design experiment.Firstly,it conducts market research on the existing Su Shi image derivatives,analyzes some problems and advantages that can be learned in Su Shi’s cultural and creative derivatives from actual cases,and summarizes the consumer demand for cultural and creative products.Through research and other methods,the design positioning and user groups are clarified.According to the research results,this paper explores the design of Su Shi’s derivatives,summarizes three design methods,namely,design element extraction method,text emotion analysis method and translation method,and summarizes three design principles: the combination of Guochao design and Su Shi culture,the combination of functionality and aesthetics,and the unity of tradition and innovation.According to the needs of the "00-90" target population,the design and development idea of Su Shi’s image derivatives is determined.Firstly,combined with the theoretical results,the features of Su Shi are extracted and transformed,and then the overall proportion of the face is polished.After finally creating Su Shi’s IP image,he created a series of derivatives of Su Shi’s IP image theme.Through this design,the author tries to make Su Shi,a historical celebrity,enter real life,further improve the popularity and influence of Su Shi’s historical celebrity,and include his spiritual culture in cultural and creative derivatives.The second is to strengthen people’s sense of identity with traditional culture through the combination of historical figures and trends.Finally,I hope to provide some reference and suggestions for the future research on the design of Su Shi’s cultural and creative derivatives.