Brand Image Design of Zhuxianzhen Woodblock Prints Based on Folklore Preferences

HE Yuanyuan; DONG Hongyu

doi:10.19554/j.cnki.1001-3563.2025.20.029

PDF(14874 KB)

Packaging Engineering ›› 2025, Vol. 46 ›› Issue (20) : 328-339. DOI: 10.19554/j.cnki.1001-3563.2025.20.029

Visual Communication Design

Brand Image Design of Zhuxianzhen Woodblock Prints Based on Folklore Preferences

HE Yuanyuan^1,2, DONG Hongyu^2,*

Author information +

History +

Abstract

The work aims to propose a brand image design method of Zhuxianzhen woodblock prints based on user preference do deal with the lack of brand visual images of Zhuxianzhen woodblock prints in the process of innovation and development. Firstly, based on the Kano model, the data of user's perceived preference were obtained, the target user group was determined and their psychological characteristics were analyzed to put forward a guiding design strategy, and clarify the design positioning. Second, the cultural connotation of Zhuxianzhen woodblock prints was analyzed. Representative visual elements were sorted out. The data obtained from the questionnaire survey and user interviews were combined to select the design elements, and refine the brand image design elements from the perspectives of graphic, colour, composition and craft characteristics. Finally, the brand image of Zhuxianzhen woodblock prints with unique identity and cultural connotation was created by flexibly applying various modern design techniques and launching the design of the basic and application systems based on the results of the preliminary analysis and refinement. The results of the research and evaluation of the design results show that the design basically met the target requirements and proved the feasibility of the proposed method. The proposed design research ideas and methods have certain references and can provide some inspiration for the visual image design of other traditional folk arts.

Key words

Zhuxianzhen woodblock prints / brand image design / traditional culture / Kano model / user preference

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

HE Yuanyuan, DONG Hongyu. Brand Image Design of Zhuxianzhen Woodblock Prints Based on Folklore Preferences[J]. Packaging Engineering. 2025, 46(20): 328-339 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.029

References

[1] 程民生. 木板年画发祥传播的史学研究[J]. 首都师范大学学报(社会科学版), 2016(5): 1-10.
CHENG M S.Historical Study of the Origin and Spread of Woodblock Prints[J]. Journal of Capital Normal University (Social Sciences Edition), 2016(5): 1-10.
[2] 李大垒, 陆迁, 高建中. 区域品牌生态系统对特色农业绿色发展的影响研究[J]. 西北农林科技大学学报(社会科学版), 2023, 23(1): 127-137.
LI D L, LU Q, GAO J Z.The lmpact of Regional Brand Ecosystem on the Green Deveooment of characteristic Aariculture[J]. Journal of Northwest A&F University (Social Science Edition), 2023, 23(1): 127-137.
[3] 乔莹. 基于朱仙镇木版年画的开封特色食品包装设计[D]. 长沙: 湖南工业大学, 2021.
QIAO Y.Kaifeng Special Food Packaging DesignBased on Zhuxian Town Woodcut New Year Paintings[D]. Changsha: Hunan University of Technology, 2021.
[4] 杜卓群. 朱仙镇木版年画元素在新民俗风格服饰中的运用研究[D]. 南昌: 江西科技师范大学, 2022.
DU Z Q.Research on the Application of Zhuxianzhen Woodblock New Yearpicture Elements in New Folk Style Clothing[D]. Nanchang: Jiangxi Science and Technology Normal University, 2022.
[5] 王靖宇. 朱仙镇木版年画品牌化发展策略研究[D]. 郑州: 中原工学院, 2019.
WANG J Y.Research of the Branding Development Strategy of New Year Wood-block Painting in Zhuxian Town[D]. Zhengzhou: Zhongyuan University of Technology, 2019.
[6] 翟东伟. 朱仙镇木版年画品牌再定位策略研究[D]. 兰州: 兰州大学, 2008.
ZHAI D W.On Brand Re-positioning of ZhuxianzhenWoodcut Printed New Year Picture[D]. Lanzhou: Lanzhou University, 2008.
[7] NG A W, CHAN A H.Color Associations among Designers and Non-designers for Common Warning and Operation Concepts[J]. Applied Ergonomics, 2018(70): 18-25.
[8] 高丽娜. 品牌形象设计的文化属性[J]. 装饰, 2005(12): 118.
GAO L N.Cultural Attribution in Brand Image Design[J]. Zhuangshi, 2005(12): 118.
[9] 殷实. 商业综合体中品牌形象设计与商业推广策略研究[J]. 工业建筑, 2022, 52(8): 10007.
YIN S.Research on Brand Image Design and Commercial Promotion Strategies in Commercial Complexes[J]. Industrial Construction, 2022, 52(8): 10007.
[10] FAJARDO T M, ZHANG J, TSIROS M.The Contingent Nature of the Symbolic Associations of Visual Design Elements: The Case of Brand Logo Frames[J]. Journal of consumer research, 2016, 43(4): 549-566.
[11] JIANG Y, GORN G J, GALLI M, et al.Does Your Company Have the Right Logo? How and Why Circular-and Angular-logo Shapes Influence Brand Attribute Judgments[J]. Journal of Consumer Research, 2016, 42(5): 709-726.
[12] 李正军, 陈慧姣. 耦合机制下传统村落品牌形象设计方法[J]. 包装工程, 2021, 42(22): 251-256.
LI Z J, CHEN H J.Brand lmage Design Method of Traditional Villages under Coupling Mechanism[J]. Packaging Engineering, 2021, 42(22): 251-256.
[13] BUSCHGENS M, FIGUEIREDO B, RAHMAN K.How Brand Visual Aesthetics Foster a Transnational Imagined Community[J]. European Journal of Marketing, 2019, 53(11): 2268-2292.
[14] SUN R.Fusion of Traditional Culture and Brand Visual Design[J]. Journal of Sociology and Ethnology, 2022, 4(7): 110-116.
[15] KONGPRASERT N, BRISSAUD D, BOUCHARD C, et al.How to Design and Process Brand Identity through an Integrated Innovative Approach[C]// Proceedings of the 2008 IEEE International Conference on Industrial Engineering and Engineering Management, Singapore: IEEE, 2008: 753-757.
[16] BETTELS J, WIEDMANN K-P.Brand Logo Symmetry and Product Design: The Spillover Effects on Consumer Inferences[J]. Journal of Business Research, 2019(97): 1-9.
[17] 卓识, 喻仲文. 沉浸式营销下品牌形象设计特征与传播策略研究[J]. 包装工程, 2021, 42(2): 217-222.
ZHUO S, YU Z W.Brand lmage Design Characteristics and Communication Strategy in the Context of lmmersive Marketing[J]. Packaging Engineering, 2021, 42(2): 217-222.
[18] XU Q, JIAO R J, YANG X, et al.An Analytical Kano Model for Customer Need Analysis[J]. Design Studies, 2009, 30(1): 87-110.
[19] 宋瑞祥. 朱仙镇年画七日谈[M]. 郑州: 中州古籍出版社, 2006.
SONG R X.Seven Days of New Year's Paintings in Zhuxian Town[M]. Zhengzhou: Zhongzhou Ancient Books Publishing House, 2006.
[20] 王树村. 河南朱仙镇年画[M]. 哈尔滨: 黑龙江美术出版社, 2001.
WANG S C.Henan Zhuxianzhen New Year Painting[M]. Harbin: Heilongjiang Fine Arts Publishing House, 2001.