Research On The Brand Image Design Of Tu Ethnic Group Pan Embroidery From The Perspective Of Audience Selective Psychology

With the development of my country’s cultural and creative industries in recent years,traditional culture has received more and more attention from the government,society and ordinary people.On the one hand,the government has introduced policies to protect the inheritance and continuity of traditional culture.On the other hand,the society and the people regard traditional culture as the source of cultural creativity,and constantly absorb rich creative elements to develop cultural and creative industries.In the requirements of "creative transformation and innovative development" Under the combination of traditional culture,modern industry and market economy,Chinese excellent traditional culture including intangible cultural heritage has become an important strategic resource for local economic and cultural development such as poverty alleviation and rural revitalization.In order to implement the national strategy,reflect the strategic resource value of intangible cultural heritage,and complete creative transformation and innovative development in the cultural market,it is necessary to use traditional cultural resources in accordance with modern market laws and commercialization logic,and brand traditional intangible cultural heritage.Research is the exploration of implementing the current national cultural strategy.The research on the branding of traditional intangible cultural heritage is just the exploration of implementing the current national cultural strategy.Panxiu of the Tu ethnic group is a local traditional technique of the Tu ethnic group and a national intangible cultural heritage.It has a history of thousands of years and a strong ethnic color,showing unique artistic characteristics that are different from other embroidery.Under the background of the protection and utilization of intangible cultural heritage,Huzhu Tu Autonomous County of Qinghai Province established the "Jinpanxiu" brand.With the support of the government,"Jinpanxiu" has continued to grow,driving the embroidery industry to become Huzhu County and even Qinghai Province important cultural industries.However,because the brand image is aging and does not meet the psychological needs of the audience,brand communication is greatly restricted,which also affects the role of the brand in guiding the purchase of Panxiu products and stimulating consumer behavior.This topic takes the Tu Ethnic Group Pan Embroidery as the research object.In the Tu Ethnic Group Pan Embroidery brand design research,the target audience of the brand communication is taken as the research focus,and the impact and strategy on the Tu Ethnic Group Pan Embroidery brand design are discussed from the perspective of audience selectivity,and the "Golden Pan Embroidery Panxiu" brand image optimization design.The article first gives an overview of the Tu ethnic group embroidery,and analyzes and sorts out the origin of the Tu ethnic group embroidery,as well as its color matching,pattern theme,implied connotation and aesthetic characteristics.Secondly,through the in-depth investigation of the Jinpanxiu brand,the current situation of the brand is analyzed,and then the problems existing in the visual image of the Jinpanxiu brand are put forward.Thirdly,based on the audience’s selective understanding,selective memory,and selective attention,the impact on brand image positioning,aesthetic feature application,and visual identity design is analyzed.And further put forward three specific design strategies,which are oriented to the audience’s selective understanding to clarify the brand image positioning,oriented to the audience’s selective memory to unify the brand’s aesthetic characteristics,and oriented to the audience’s selective attention to strengthen the brand’s visual identity.Finally,according to the proposed strategy,the visual image of the Jinpanxiu brand is designed and practiced,and the visual image of the "Jinpanxiu" brand is optimized to make it more in line with the psychological needs of the audience,which has certain reference significance for guiding the brand image design of intangible cultural heritage.