Henan Runan Wheatgrass Painting Art Aesthetics and Creative new product in Visual Design

Abstract

Chinese straw painting has historical, artistic, economic and social values. It originated from the folks. It is a kind of clipping art like paper-cutting and cloth patching. It is a kind of Chinese folk clip art and one of China's unique handicrafts. It is known as "the best of China and a folk treasure" and is extremely pleasing to the eye. As one of the branches of Chinese straw painting, Henan Runan straw painting is not only a major feature of Zhumadian City, Henan Province, but also a representative of the local culture of the Central Plains. Straw painting is simple and elegant, lifelike, rich in three-dimensional sense and layering, and exudes natural luster. It has good phoenix effect and strong artistic appeal. The characters, flowers, birds and animals produced are lifelike and vivid, giving people a simple, natural, noble and elegant beauty.

This study aims to explore the aesthetics and creative new products of wheat straw painting in Runan, Henan Province in visual design. The research objectives include the following: (1) To study the aesthetic trend of wheat straw painting in Runan, Henan Province in the historical process and the visual expression of aesthetics. (2) To study and analyze the commercialization of wheat straw painting in Runan, Henan Province and the consumer market demand for new products. (3) To create new wheat straw painting products. The research objectives are arranged in the order of Chapters 2, 3, and 4 of the paper.

This paper is a qualitative research and creative. It mainly adopts two main research concepts: visual design and aesthetics. It includes relevant research, surveys, statistics and interviews. A purposeful sampling method was adopted in this study. The tools used in the study were surveys, observations, focus groups and questionnaires, and applied research. The statistics used were mean and standard values. Data were collected through field surveys of the following groups: local inheritors of wheat straw painting art in Runan, Henan, craftsmen, artists, ordinary people, tourists, researchers, consumers and youth consumer groups, etc.

The research results prove that the content and form of Henan Runan straw painting art in each period of the historical process have rich cultural heritage and unique artistic characteristics. The evolution of people's aesthetic trends from ancient times to the present has also injected colorful, fine craftsmanship, and reconstructed artistic aesthetic forms into the visual form of Runan straw painting. The consumer market and the consumer groups are gradually becoming wider. Facing the consumer behavior and needs of the new generation, the products are gradually becoming practical and functional. Under the old cultural identity, creative new products also include the innovative invention of cultural and creative products. The concepts of visual design and aesthetics are used to give new products new functions and life, and to create and design a series of cultural and creative products of Henan Runan straw painting, such as Henan Runan straw painting VI logo design, IP image design, etc. The use of cultural and creative design allows this niche Chinese intangible cultural heritage that faces sales bottlenecks to be widely popularized and popularized to the public, solving the current problems of niche consumer market, insufficient people's cognition, and few inheritors. Let people not only understand China's intangible traditional culture, but also discover a world deeper and wider than the ridge in inheritance and creation. And make it one of the main entry points for the local economy. From a macro perspective, it also leaves a reference data source for the inheritance and innovation of other intangible cultural heritage. Exploring the "crystallization process" of new creative products of Ru'nan wheat straw painting in Henan in the current iteration of time and space, art and technology, art and society, art and human spiritual needs, will become a shining art galaxy in the long river of history of this period.

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