Research on the Application of Visual Elements of Intangible Cultural Heritage in the Design of Contemporary Cultural and Creative Products

Abstract

The rapid development of global cultural creativity has made local culture and regional culture advocated, and intangible cultural heritage containing unique cultural genes and cultural values has become an important source of cultural creative design. Nanjing is a famous cultural city with a history of more than 2,500 years, rich in culture and art, and its wide variety of intangible cultural heritage with distinctive characteristics is also remarkable, which can become a creative source of cultural and creative products. The application of cultural elements from Nanjing's intangible cultural heritage to the design of cultural and creative products can enhance the cultural connotation and cultural uniqueness of products, and also provide new ideas for the inheritance of Nanjing's intangible heritage in modern society. Based on the premise of Nanjing's intangible cultural heritage, velvet flowers, this paper focuses on the application of intangible cultural heritage in the design of cultural and creative products. Firstly, the background, definition, attributes, and design status of cultural and creative products are analyzed. Secondly, the design principles and application methods of intangible heritage, velvet flowers, in cultural and creative products are summarized, and the extraction and transformation methods of cultural elements in the design of cultural and creative products are proposed. Then, the characteristics and value of Nanjing velvet flowers are summarized, and the feasibility of cultural and creative products as the inheritance path of Nanjing velvet flowers is discussed through the analysis of the current situation of Nanjing velvet flowers. Finally, the design practice of Nanjing velvet flower is carried out as an example to promote the inheritance and development of Nanjing's intangible cultural heritage.