目的 探索非遗视域下品牌视觉形象设计对夹江竹纸传统工艺传承与区域文化经济发展的价值内涵和实践路径。方法 首先通过对夹江竹纸历史脉络的梳理,结合问卷调查与SWOT战略分析矩阵,依托文化结构三层次基本原理,对非遗文化谱系进行梳理和优化筛选,提取需求用户关键词并建立设计需求指标。其次,采用层次分析法建立评价矩阵,进行权重分析,以指导设计方案。结果 研究分析表明,夹江竹纸的原材料及其造纸手工技艺是影响夹江竹纸品牌形象设计的关键因素,在设计实践的视觉元素选取中,应围绕此项展开。结论 通过夹江竹纸品牌形象的设计实践,不仅使其更好地融入大众生活,而且增强了夹江地区的非遗文化底蕴。本文所采用的AHP层次分析法,提供了设计的核心思路,确保了设计方案的客观性与有效性,为其他非遗文化品牌的视觉形象创新提供了可借鉴的模式与路径。
Abstract
The work aims to investigate the value connotation and practical pathways of brand visual image design for the inheritance of traditional craft and regional cultural-economic development of Jiajiang bamboo paper from the perspective of intangible cultural heritage. Through systematic documentation of the craft's historical evolution, supplemented by questionnaire surveys and SWOT analysis, a three-tiered cultural framework was employed to collate and refine the cultural genealogy of intangible heritage, extract user-specific key words, and establish design requirement metrics. The analytic hierarchy process (AHP) was then utilized to construct evaluation matrices and conduct weight analysis to guide the design scheme. Findings revealed that the raw materials and traditional making craftsmanship of Jiajiang bamboo paper were key factors influencing its brand image design. The selection of visual elements in design practice should therefore center around these aspects. Through the design practice of the Jiajiang bamboo paper brand image, it has not only been better integrated into public life but also enriched the intangible cultural heritage foundation of the Jiajiang region. The AHP adopted in this study provides a core design methodology, ensuring the objectivity and effectiveness of the design solution, thereby offering a replicable model and pathway for the visual identity innovation of other intangible cultural heritage brands.
关键词
夹江 /
竹纸 /
品牌 /
非遗 /
视觉形象设计
Key words
Jiajiang /
bamboo paper /
brand /
intangible cultural heritage /
visual image design
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基金
四川省哲学社会科学重点研究基地四川民间文化研究中心,乐山市哲学社会科学重点研究基地西南民间非遗研究中心2025年度项目（SW25D012）; 新建院校改革与发展研究中心2024年度课题（XJYX2024B13）; 乐山市2022年重点科技计划项目（22RKX0001）; 成都理工大学工程技术学院2022年度院基金项目（C122022010）
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