SEARCH FOR CULTURAL DIMENSIONS, BELIEF PATTERNS, LIFESTYLES, AND AESTHETICS TO DESIGN CULTURAL AND CREATIVE PRODUCTS IN GUANGDONG, CHINA

Abstract

The Song Dynasty was the heyday of Chinese history, and painters painted with a wide range of brushstrokes, from magnificent natural landscapes to the subtleties of grasses, trees, insects and butterflies. Among them, the fan culture is particularly unique, although the fan surface is small, but it can be a delicate display of the urban prosperity, the serenity of the farmhouse and the characters. The custom of giving fans at the Dragon Boat Festival was prevalent, and the imperial brush inscriptions on the fans added to the supreme honor. Fans were not only a way to beat the summer heat, but also became a symbol of status and taste. The fan culture of the Song Dynasty is unique in the history of Chinese painting and calligraphy. This study focuses on the fan culture of the Song Dynasty and explores its development and artistic essence. With the help of high-quality digital images of Song Dynasty paintings and calligraphy, we devote ourselves to the innovative graphic design of cultural and creative products, aiming to satisfy the growing cultural needs of the contemporary public, and at the same time, conforming to the trend of the digital era, providing novel materials for the regeneration of Song Dynasty paintings and calligraphy. Through qualitative research and descriptive analysis, this study aims to deeply analyze the fan culture of the Song Dynasty and skillfully integrate it into thematic cultural creative product design, so as to contribute to the inheritance and innovation of traditional culture.