Design And Application Of Helan Mountain Rock Painting Cultural And Creative Products From The Perspective Of New Media

As a representative of rock paintings in northern China,the rock painting of Helan Mountain is a unique historical and cultural relic of the northern minorities because the painting mainly records the early social structure of the upper reaches of the Yellow River and the living conditions of the ancient minorities in northern China.Boasting a long history,rich varieties and wide themes,the rock painting of Helan Mountain is well known for numerous rock paintings of human face.It is not only a historical book of cultural heritage with a time span of nearly ten millennia years,but also a cultural heritage and spiritual wealth created by the ancient people.But due to the erosion of natural environment,rock paintings have kept disappearing,therefore,how to better pass down the rock painting is an urgent problem that needs to be solved.Starting from the current situation of publicity for the cultural heritage of Helan Mountain rock painting,the reasons that affect the publicity effect are explored and analyzed by means of field investigation and literature analysis.Through the investigation and research on the development background and current situation,problems are discovered in the process of developing and designing the cultural and creative products of the rock painting of Helan Mountain.The rock paintings of Helan Mountain collected in Ningxia are classified and sorted out,the artistic characteristics of rock paintings are analyzed according to different carving techniques,and the carving characteristics and pattern meanings of different kinds of rock paintings are summarized according to different themes.Based on practice and theories,innovations on the pattern,color and carving techniques of traditional rock painting are explored and the combination of rock painting art and new media communication are also analyzed.Besides,the creation of rock painting story,and the adaptability of rock painting image and the design carrier of modern cultural and creative product are also discussed.With the help of such design principles and methods as deconstruction,reconstruction design,practical design and interesting design,the animation scene is innovatively designed based on the picture of natural landscape of Helan Mountain scenic spot in Ningxia,which integrates the modern aesthetic tendency and redesign the unique visual image of Helan Mountain rock painting.And the innovative design of new media products is conducted by combining the new image of Helan Mountain rock painting in Ningxia with the new media technology to complete a series of cultural and creative product design results of Helan Mountain rock painting that meet the needs of new media publicity in the new era and have visual attraction and novelty.It is the innovation of this paper to integrate the simple beauty of rock paintings with the aesthetics of the new era,to integrate the artistic image of new rock paintings with the new media technology and the carrier of modern cultural and creative products,thus creating a unique brand image of Helan Mountain rock painting visually and expanding the dissemination of the cultural information rock painting through a series of cultural and creative products with unique and exquisite images,which are in line with the preferences of the target population and have no purchase pressure,so as to improve the promotion effect of Helan Mountain rock painting,increase the cultural and economic benefits of the scenic spot of Helan Mountain rock painting and promote the development of related cultural industries in Ningxia,opening up a new way for the inheritance and development of Helan Mountain rock paintings.