摘要
浙南夹缬作为我国古代夹缬的遗存,堪称我国雕版印染的活化石,但在近代由于受到现代工业文明的冲击,其生产、消费都大大减少,甚至面临着即将消亡的危险。对夹缬进行产品定位和品牌化设计,有助于人们重新认识夹缬;开发更多的夹缬产品;推动夹缬生产与消费,从而为抢救和保护这项优秀的民间手工艺做出贡献。
The Southern Zhejiang＇s Board Painting, as the indigo relics of ancient China, is regarded as the living fossil of woodblock printing in China. However, due to the impact of modern industrial civilization, the production and consumption of The Southern Zhejiang＇s Board Painting, in modern times are significantly reduced, even facing imminent danger of extinction. Therefore, product positioning and branding of the Indigo design can help to rediscover Indigo, developed more Indigo products and promote the manufacturing and consumption of indigo, contributing to save and preserve this folk arts and crafts.
基金
2014年浙江省教育厅研究课题课题编号Y201432302
关键词
浙南夹缬
产品定位
品牌设计
The Southern Zhejiang＇s Board Painting
product positioning
brand design
