Development of branding for the promotion of the cultural and creative product “Mud Called Tiger”

Abstract

As a unique intangible cultural heritage in China, Niejiazhuang in Gaomi, Weifang has a long history of development with over 400 years of history and extremely high artistic value. However, with the progress of technology and the rapid development of machines, traditional handmade products have gradually disappeared from our sight. At the same time, the phenomenon of "mud calling a tiger" has problems such as a single image and insufficient novelty in color. This paper innovatively designs "mud calling a tiger" to give it new vitality, attract more people to pay attention to clay sculpture culture, understand the historical background behind Niejiazhuang, and promote the economic, cultural, and tourism development of Niejiazhuang, promoting rural revitalization. Through research, we have learned about the unique characteristics of "mud calling a tiger" itself and found that the product image of "mud calling a tiger" on the market is too singular, and its pattern color is not innovative enough to attract the attention of some young people. Therefore, it is necessary to innovate and design the pattern to create a new visual experience. At the same time, we will design derivative products for the "mud calling tiger" product. The derivative products of cultural and creative products, such as acrylic plaques, badges, folding pages, etc., are more attractive compared to the product itself, and can promote the "mud calling tiger" to a greater extent. The creative design of the intangible cultural heritage of "mud calling a tiger" mainly involves designing the image of the main body, designing eight main body images, coloring their entities, and creating derivatives. The design of cultural and creative products this time injects new vitality into the development of "mud calling tiger" itself. It can not only promote the cultural development of "mud calling tiger", inherit and carry forward intangible cultural heritage culture, but also drive the economic and tourism development of Gaomi Niejiazhuang, and promote cultural exchange.