The Application Of Gestalt Psychology In The Design Of Yang Liuqing’s Cultural Tourism Products

Based on Kurt Kaufka’s "Principles of Gestalt psychology",this paper first makes an in-depth study of the visual perception,the principle of simplicity and the principle of similarity of Gestalt theory.By exploring relevant cases of the application of Gestalt theory in design in the past,relevant principles suitable for cultural and creative products are extracted and applied to the design of Yangliuqing cultural and tourism products.Through the SWOT model,the advantages,disadvantages,opportunities and threats of cultural and creative products at this stage are analyzed as a whole,and then the outstanding folk arts contained in the ancient town of Yangliuqing are excavated and extracted.Art and culture such as New Year pictures and Paper Cuttings art are innovated and redesigned.Starting with the origin,development and representative meanings of these folk arts,under the guidance of Gestalt theory,the extraction methods of design elements and the aesthetic characteristics of products are analyzed,Carry out interdisciplinary innovative design in the overall style,clarify its cultural connotation,and provide new design ideas for Yangliuqing cultural and tourism products.Based on Gestalt psychology’s research on the design of cultural and tourism products of Yangliuqing,this paper will take cultural and creative products as the design carrier,and use Gestalt psychology to creatively redesign cultural and creative products of Yangliuqing ancient town to form cultural and tourism products with local artistic characteristics.The aim is to enhance the reputation of Yangliuqing Ancient Town and continuously stimulate new vitality in the cultural and tourism industry of the town by enabling tourists to experience immersive cultural experiences from the products.