Under The Background Of Rural Revitalization Research On The Cultural And Creative Design Of "Zhoucun Xinzi"

The rural revitalization strategy includes industrial revitalization,personnel revitalization,cultural revitalization,ecological revitalization and organizational revitalization.The release of this strategic plan brings people’s attention to the countryside.Among them,cultural revitalization is an indispensable part of the rural revitalization strategy.Cultural revitalization realizes sustainable cultural development,strengthens the protection of excellent cultural heritage,and turns intangible cultural heritage resources into advantages of economic development.“Zhoucun Xinzi” was born in the countryside and has been listed as China’s national intangible cultural heritage.Throughout its current situation,there are still problems such as the aging of inheritors and the limitation of regional transmission.Based on this,the topic of“Zhoucun Xinzi” is to establish a systematic cultural and creative system for it,so as to make contributions to the local rural revitalization strategy while spreading the intangible cultural heritage.By collecting and studying related literature on the origin,development status and rural revitalization strategy of “Zhoucun Xinzi”,this paper concludes the rural revitalization strategy of “Zhoucun Xinzi” by integrating superior resources,establishing professional talent team and brand IP to promote the integrated development of culture and tourism.In the research,the emphasis will be placed on the third brand IP to promote the integrated development of culture and tourism.First,analyze the design status of “Zhoucun Xinzi” and customize the principles of cultural and creative design.Secondly,“Zhoucun Xinzi” component elements are classified and visually transformed according to the principles of cultural and creative design.Combined with the successful experience learned from other outstanding intangible cultural heritage images,the logo based auxiliary graphics and mascot IP are designed.Finally,combined with the market research and SWOT analysis,this paper proposes the design strategy,builds the system and carries out the design practice for “Zhoucun Xinzi”.