The Research On Rural Cultural And Creative Brand Design From The Perspective Of Local Innovation

In the process of design intervention in rural areas,the design and development of rural cultural and creative brands play an important role in activating rural characteristic culture and promoting rural economic development.However,at present,rural cultural innovation in China is generally at a low level and low quality development stage,and there are problems such as lack of local cultural innovation,serious homogeneity,lack of brand concept and digital innovation.Therefore,how to use design thinking to endow cultural innovation brands with more cultural expression and aesthetic value,and how to achieve rural economic development and cultural prosperity with the creative vitality of rural culture,is the direction to be explored for current rural construction.In recent years,the concept of local creation has begun to guide the practice of art revitalization of rural areas in China,focusing on the activation of rural resources and the excavation of cultural personality,and providing a new perspective for promoting the innovation of rural cultural and creative brands.Based on this,this topic conducts research and analysis on rural cultural and creative brand design from the perspective of local creativity,summarizes and concludes the three design principles of independence,regionality and future,and forms four design methods to further guide practice by creating emotional connection,feeling consumer demand,guiding local talents to participate in coordination,creating new value by using renewable power,and promoting sustainable development by multi industry integration.This research selected Haitou Village,Ninghai County,Zhejiang Province as the design practice object.Through field research on Haitou Village,this research analyzed the resources from five aspects of "people,culture,land,industry and landscape",and solved the problems in the development of rural cultural and creative brand design strategies formed under the local creation theory.It proposed the design idea of "Huakai Haitou" cultural and creative brand,and formed "Huakai Haitou" cultural and creative products under the guidance of cultural and creative brands Various achievements,such as "Haitou Co prosperity Car",local publications and service platform design,strive to build a cultural and creative brand that conforms to local characteristics and culture,establish a regional characteristic image,and at the same time help the integration and development of rural industries,providing theoretical and practical inspiration for domestic local creative theory research and rural cultural and creative brand design.