Research On Hangzhou Red IP Animation Design From The Perspective Of Cultural Heritage

Red culture is the spiritual pillar of the Chinese nation and the power source of great rejuvenation,and General Secretary Xi Jinping has repeatedly pointed out that "we should make good use of red resources,carry forward red culture and let red genes be well inherited".Red IP,as a widely agreed and loved cultural symbol,is one of the effective paths to inherit red culture.Currently,China’s red IP market is still in the exploration stage,the phenomenon of homogenization of products on the market is more serious,and the design concept is lagging behind,without many products out of the circle.With vivid image,simple content and high communication efficiency,2D animation clips are a good carrier for spreading red culture and red spirit.By spreading red IP in the form of 2D animation and using red IP to tell good red stories,it can not only expand the penetration of red culture into the field of life,but also enhance the attractiveness of red culture and awaken the red genes of the younger generation.Therefore,it is worth studying and exploring how to use the form of animation to spread red IP.Hangzhou is a city with excellent traditional culture and glorious revolutionary history,but the red IP industry is still in the development stage.The author joined the mentor’s Hangzhou Red Resources Redevelopment Project team from 2022 and co-designed the Hangzhou Red Resources IP image.This project focuses on the animation derivative design of the IP image and the second-order development of its features and values,and this paper analyzes the role played and the effect that can be achieved by red IP animation in the process of red culture transmission with the content of inheriting Hangzhou red culture.The project firstly traces the origin of red culture,sorts out the basic meaning and inheritance value of red culture;secondly analyzes the current situation of red IP development in China,explores the expression form of red IP animation;then analyzes the existing excellent red IP animation,digs into its theme idea,narrative method,art form and character scene setting,summarizes the development and shortage of red IP animation,combines theoretical knowledge and design practice We summarize the design strategies and methods of red IP animation by combining theoretical knowledge and design practice.Finally,taking Hangzhou as an example,we combine the theory with the practice of Hangzhou red IP animation design,use the red IP to tell the stories of revolutionary characters in Hangzhou red museums,create a series of short animated films of "Red Hangzhou in museums",use the way of "creative expression of cultural knowledge" to write the script,use personalized expression to shape realistic and We will create a red IP with thought,affinity and temperature,and make the red history interesting and not boring.Finally,combined with post-production film and television special effects,it breaks the stereotype of politicized and dogmatic red animation and single dramatic narrative structure,shortens the distance brought by revolutionary historical themes,and makes Hangzhou’s red culture be promoted and spread in a more lively,vivid and imaginative way.The production of a series of animated shorts integrating "museum live-action shooting + animation production + interesting IP" provides a new direction for red animation,a feasibility of form innovation,and also provides reference for other regional red animation.