Research On The Innovation And Transformation Of Zhangzhou Woodblock New Year Pictures In Holiday Gift Packaging Design

Zhangzhou New Year wood-block prints are the first batch of national intangible cultural heritage of the People’s Republic of China,with rich historical and artistic value.However,the progress of society and the development of modern industry have brought great challenges to traditional Zhangzhou New Year wood-block prints,disconnecting them from the development needs of modern society,and gradually fading out of people’s social life.How to find a new path for the modern development of Zhangzhou New Year Wood-block prints as an intangible cultural heritage has become an urgent problem for us to solve.Challenges and opportunities coexist for Zhangzhou New Year wood-block prints.This paper takes Zhangzhou New Year wood-block prints as the research object,takes holiday gift packaging as the carrier,and completes the design practice through organic integration and complementary advantages of the two.Firstly,through practical investigation,literature research,case study and other methods,collect and analyze the theoretical data of Zhangzhou New Year wood-block prints schema,and analyze and summarize its development status;Secondly,through the analysis of the development process and artistic characteristics of New Year wood-block prints,this paper proposes solutions to the problems faced by New Year wood-block prints,and summarizes the artistic characteristics of New Year wood-block prints to provide a theoretical basis for this topic.Then it analyzes the innovation value of mutual development between Zhangzhou New Year wood-block prints and holiday gift packaging,so as to get the feasibility of innovative transformation design of New Year wood-block prints in holiday gift packaging,and on the premise of following the basic design principles,expounds the corresponding design transformation ideas;According to the above theory,determine the research content of design positioning,combined with the graphics,color,composition of three dimensions to select representative theme is New Year pictures,using the decomposition and reconstruction,abstract and simplified design methods,such as,exaggeration and deformation to zhangzhou woodcut New Year pictures transformation and application of design innovation in holiday gift packaging,complete the design practice.The innovative research of Zhangzhou New Year wood-block prints in the design of festival gift packaging aims to inject new value characteristics into products through the spiritual interaction between traditional folk art and traditional Chinese ritual culture.The traditional folk art and modern design are integrated and mutually beneficial through the gift circulation of festival gifts,a new carrier.It not only promotes China’s excellent traditional folk culture,but also provides a new idea and new path for the inheritance and development of intangible cultural heritage art.