DESIGN AND DEVELOPMENT OF OIL PAPER UMBRELLA PATTERNS TO CONVEY THE IDENTITY OF YI YANG CITY TO THE NEW GENERATION OF CUSTOMERS

Abstract

As an important city in Hunan Province, Yiyang's local culture carries a rich history and tradition with far-reaching influence. This study had the following two objectives: (1) to study the local culture and identity of Yi Yang; (2) to design and develop oil paper umbrella patterns to promote the local cultural identity of Yi Yang to the new generation of customers. The identity of Yiyang can be divided into four major categories, which are traditional customs, scenic areas, handicrafts and local food. Traditional customs are mainly represented by Yiyang Dihua Drum and Mugwort Dragon Boat Race; scenic areas are represented by the Old tea-horse route, Mountain Yuntai, and Dongting Lake; handicrafts are represented by oil-paper umbrellas, Xiaoyu Bamboo Art, and Meishan Paper Cutting; and local food is mainly represented by Anhua Black Tea, Ma Xiang Cake, and Yuanjiang Asparagus. The researchers used these findings to design three oil-paper umbrella pattern designs featuring Yiyang culture, the oil-paper umbrella pattern design will be promoted through Xiaohongshu and Tiktok to convey the cultural identity of Yiyang. Through literature research, expert interviews and cultural background analyses, this study provides an in-depth understanding of Yiyang's unique cultural elements. The three patterns of oil paper umbrellas with Yiyang identity were designed to cater to the preferences of young consumers, and feedback from university students was collected through a questionnaire survey. Based on the feedback, the researchers improved the design, which further enhances the cultural value and market attractiveness of the oil paper umbrellas, and demonstrates Yiyang's rich cultural connotations and identity.

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