| As a simple and ancient cultural form in the two river valley of Chinese civilization,southwest culture has evolved into a variety of folk customs and cultural personalities in the process of people’s endless life and material production.As a typical folk life activity in the culture along the Yangtze River,Chuanjiang Haozi has been passed down from generation to generation in the simple way of oral and personal education.Its material labor function characteristics and folk aesthetic feeling directly reflect the development and prosperity of the culture along the Yangtze River,leaving a lot of material and spiritual wealth with rich folk color.Due to the particularity of folk culture’s individual performance and functional characteristics,most of them are faced with great difficulties in the development of modern society,that is,the obstacles to the transmission of culture itself and the lack of cultural visual market.Therefore,this paper takes the development of Chuanjiang Haozi as an example to interpret the whole ecosystem of folk custom,so as to realize the living inheritance of intangible cultural heritage:through field research and a large number of literature research,we can deeply understand the cultural connotation of folk custom and the inheritance and development of Chuanjiang Haozi,and explore the feasibility of packaging design and application based on folk custom market.And on this basis,thinking about how to reasonably and effectively complete the visual transformation and creation of folk symbols,effectively combing the cultural connotation and design thinking mode of Chuanjiang Haozi,effectively corresponding the folk emotion and design emotion,and completing the reasonable decoding of folk symbols and the re coding of visual elements through the common research of visual emotion.Finally,under the condition of in-depth investigation of the visual trend of cultural and creative market and packaging application,taking Chuanjiang Haozi as an example,the visual innovation of packaging and the visual image shaping of corresponding cultural derivatives are completed,which enlivens and makes up for the nearly blank folk visual market,effectively disseminates folk culture while producing economic benefits,and leaves a reference for the cultural development of the same type of folk route. |
