小凉山彝族的鹰文化多彩IP塑炼与设计研究

Research on IP Refining and Design of Eagle Culture of Yi Ethnic Group in Xiaoliang Mountain

本文基于"中国美术学院设计助力四川小凉山峨边彝族自治县公益计划"的实际项目出发,根据当下扶贫途径中地方IP形象产生的强大赋能效应,深入挖掘小凉山峨边彝族的在地资源,并以鹰图腾为文化源进行IP形象的色彩分析和设计演绎,尝试通过多元符号融合的地方IP生态圈设计和品牌化营销策略,帮助地方对内激发文化凝聚力、形成产业连带作用;对外营造文化事件输出,引流消费。

This article is based on the"China Academy of Art Design Helps Poverty Alleviation at Sichuan Xiaoliangshan Ebian Yi Autonomous County Public Welfare Program."Based on the strong empowering effect of the location IP image in the current poverty alleviation approach,this article explores the cultural resources of Yi people from Xiaoliangshan Ebian.It uses the traditional Eagle Totem as a cultural source to conduct the color culture analysis and design interpretation of the IP image.Using multiple symbols in location IP image design and branding strategy to help the local inspire cultural cohesion and create cultural event output to attract consumption.