Visual Symbol Deconstruction And Design Transformation Of Yangjiabu New Year Wood-block Prints

With the rise of "national tide",how to "inherit and activate" the "tradition and modernity" through design is becoming more and more important.Taking Yangjiabu New Year wood-block prints as an example,this paper investigates the cultural creation brand and cultural creation design of Yangjiabu New Year wood-block prints through literature research,field investigation and case analysis.In terms of literature analysis,a total of 990 pieces of wood-block prints were collected for visual deconstruction of the pictures,including 63 pieces in paper version and 927 pieces in electronic version of China Wood-block Prints database.She has referred to more than 100 Chinese and foreign academic monographs and papers.Two video materials to record the history and evolution of Yangjiabu New Year wood-block prints.In terms of field research,we visited Yangjiabu for more than 10 times over the course of eight months,conducted research analysis and video recording in combination with the disciplinary perspectives of folklore and semiotics,and interviewed the representative inheritors Yang Luoshu and Yang Zhibin.In terms of case analysis,field research was conducted on the exhibition of "New Year Pictures" creation camp of "2021 Beijing International Design Week" held in China Millennium Monument,combined with more than 70 sets of design works from 13 producing areas and creators of New Year pictures and professional design art colleges and universities across the country,and all-round interpretation and analysis was conducted.The representative design transformation methods behind his design works are summarized,and the works are elevated to the theoretical height.Through the visual deconstruction and classification of Yangjiabu New Year wood-block prints,we find the graphic creation techniques.In combination with color psychology,through the color deconstruction of Yangjiabu New Year woodblock prints,and in combination with three mainstream color taking software,we find the color value and color taking method that can conform to the color temperament of Yangjiabu,so as to be used by designers in the design transformation.Through the above analysis,summed up the "five senses design" transformation method,to help establish the brand and design activation.This paper focuses on the two main lines of visual deconstruction and design transformation,taking Yangjiabu New Year wood-block prints as an example,in order to provide theoretical research value for the revival of "National tide".