Visual Image Design of Jiajiang Bamboo Paper Brand from the Perspective of Intangible Cultural Heritage

FU Xuejia; XIANG Li

doi:10.19554/j.cnki.1001-3563.2026.04.043

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (4) : 502-517. DOI: 10.19554/j.cnki.1001-3563.2026.04.043

Design Discussion

Visual Image Design of Jiajiang Bamboo Paper Brand from the Perspective of Intangible Cultural Heritage

FU Xuejia¹, XIANG Li^2,*

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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.

Key words

Jiajiang / bamboo paper / brand / intangible cultural heritage / visual image design

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FU Xuejia, XIANG Li. Visual Image Design of Jiajiang Bamboo Paper Brand from the Perspective of Intangible Cultural Heritage[J]. Packaging Engineering. 2026, 47(4): 502-517 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.043

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