Research On The Visual Application Of "Chengwuyouxin" Cultural And Creative Brand

Zhuangzi’s thought is the foundation of Chinese philosophy.I think the representative thought of "Chengwuyouxin" is extracted,which reflects a kind of living attitude and life ideal pursued by Chinese people in the current environment.Help everyone to step back from the impetuous vanity fair and play with a string of beads and a fan.This is the way to reconcile with themselves and live in harmony with society,nature and the universe.Through literature research to find information,to determine the internal relationship between Zhuangzi thought and traditional Chinese handicrafts,a cultural and creative brand,and then to visually show the relationship through research practice " Chengwuyouxin " is a brand image design of Cultural Games and creative industries based on product packaging system.Design practice through a clear brand positioning,target audience,core value and brand architecture,starting from the brand visual design research,according to the brand core value "give your heart a holiday",explore the brand visual performance in the "You" brand core value underground.Based on the rich and fantastic fables of Zhuangzi,the philosophy of Zhuangzi is integrated with the modern brand visual design to innovate the brand design.With Chinese calligraphy and Chinese characters as the main material,the core visual elements of the brand are designed,the color system in Zhuangzi’s ideological system is extracted,and the visual patterns of C.hinese literary games are integrated to spread the excellent Chinese traditional culture,and at the same time,the intimacy and visual impact of consumers are generated.The design practice focuses on the realization of brand LED series of cultural and creative product design,and the completion of a more systematic visual image of the brand of " Chengwuyouxin ".So that the brand has the dual power of Chinese traditional culture and modern commercial marketing,so that this cultural and creative brand is more lively and vitality.In the process of creation,combined with the characteristics of visual psychology,Chinese traditional aesthetic tendency and Chinese traditional philosophy,this paper studies the visual feelings and results brought by these three characteristics.This paper analyzes the use,communication and marketing of cultural and creative brand visual design,and summarizes the design ideas of" Chengwuyouxin " cultural and creative brand.