Innovative Design Research Based On The Visual Image Of Zodiac Animal Heads In Yuanmingyuan Of Qing Dynasty

The Chinese zodiac is a traditional folk culture rooted in China,but the bronze statues of the zodiac displayed in Haiyan Hall of the Yuanmingyuan Garden contain a Western cultural flavor.The bronze animal heads of the Yuanmingyuan zodiac,as part of the water method installation of the twelve bronze statues of the zodiac in Haiyan Hall,imply the practicality and aesthetics of the era of mutual attraction and collision between Chinese and Western cultures in the Qing Dynasty.At present,Yuanmingyuan Ruins Park officials are paying more and more attention to cultural excavation and promotion,through the exploration and practice of the transformation of the cultural brand image design of the zodiac animal head of Yuanmingyuan,it is not only to provide new ideas for the promotion of the zodiac culture of Qing Dynasty Yuanmingyuan,but also to respond positively to the current national cultural policy.The "Innovative design research based on the visual image of the zodiac animal heads in Yuanmingyuan of Qing Dynasty" is an innovative transformation project aiming at combining theoretical research and design practice.Taking the visual image of the bronze animal head of the Yuanmingyuan zodiac as the object of study and the important speech of the 11 th Congress of the Chinese Federation of Literary and Art Circles as a guideline,the exhibition integrates artistic innovation with Chinese artistic values and blends the spirit of traditional Chinese aesthetics with the aesthetics of contemporary art.From the direction of "cultural and creative product design" in art and design,he explores the innovative development of the culture and visual image of the bronze animal heads in the Yuanmingyuan Garden of the Qing Dynasty in China.Firstly,after a comparative study of the bronze animal heads of the Chinese zodiac in the Yuanmingyuan and the collation and analysis of relevant materials,the author explores the artistic beauty of the special shape and materials of the bronze animal heads of the Chinese zodiac elements produced by the impact of Chinese and Western cultures since the 18 th century through a cultural interpretation of the auspicious meaning of the bronze animal heads of the Yuanmingyuan,thus laying a theoretical foundation for the subsequent design exploration and practice.Secondly,we summarize the current cultural excavation and design development problems based on the current research status of the bronze animal heads of the Yuanmingyuan Zodiac,and apply modern visual design techniques to the cultural and creative brand "Zodiac Blessing" series of cultural and creative products according to the aesthetic development needs of the times.Finally,with the image transformation of the visual elements of the zodiac animal heads in Yuanmingyuan,the visual representation of the auspicious symbolism,and the emotional communication and interaction in the elaborate design as the entry point of this design,the three aspects of brand construction,cultural and creative product design and promotion,and APP design are taken as the creative carriers to provide the development direction for the inheritance and promotion of the culture of the zodiac animal heads in Yuanmingyuan.While preserving the Qing dynasty zodiac culture contained in the zodiac animal heads of Yuanmingyuan,this research opens up an online channel for the promotion of cultural and creative products of the zodiac animal heads of Yuanmingyuan with the help of integrated media platform,so that the "Zodiac Blessing" cultural and creative brand will be more unique and infectious in the context of innovative development in the new era.