Research On The Image Design And Application Of The IP-based Brand Of Zigong Lantern Show

Zigong lantern show is an important intangible cultural heritage of our country,it has a profound historical background and unique local culture,is the materialized representative of Chinese folk customs and an important carrier of traditional culture.With the enhancement of people’s brand consciousness and the awareness of brand effectiveness,the pressure of design products,individuals and institutions lacking brand thinking in the market competition will become more and more prominent.In order to seize the role of national heart-to-heart force in folk culture,folk festivals in various regions of China have embarked on a new journey of brand development.As a regional folk culture brand with considerable influence,Zigong lantern show has more cultural value and economic value than other lantern fair activities.However,due to the lack of innovative ideas,ignoring the construction of their own brand image,resulting in a series of problems such as backward image,low recognition and lack of experience innovation,the self-tribute lamp will face a shortage of follow-up force in the process of communication and development.This paper focuses on the IP-based Brand of the brand of the self-tribute lantern show as the research object,and re-explores the path of the IP-based Brand of the brand of the self-tribute lantern show.First of all,the comprehensive use of literature,iconology research,case studies,comparative research and multidisciplinary combination of the law combed from the gong lantern show brand IP background needs,brand status quo,meaning value and case analysis,summarized from the gong lamp brand face problems and the same type of folk activities brand IP success law thinking.After that,through the preliminary research to determine the self-gong lamp brand IP exploration path and focus on the concept.Secondly,under the premise of meeting the focus concept,we refine the exploration path,get the positioning principle that brand IP needs to meet symbol positioning and emotional positioning,and determine the method of using Persona setting method,group culture method and emotional color matching method to shape visual image to complete the practice of image design,and put forward the problems that need attention in IP image design.Finally,the brand of Zigong lantern show will be analyzed,under the guidance of exploring the path and focusing on the concept,the design practice of the brand IP image design and application of Zigong lantern show will be completed.Through the research on the IP image design and application of the brand of Zigong lantern show,the design of the brand IP which can make consumers get emotional satisfaction provides scientific guidance and theoretical basis for the dissemination of folk festivals in various regions,and provides reference ideas for other excellent research on the brand IP of traditional folk culture brands,and provides additional value to more demand side.