Revitalizing Ceramic Heritage: Visual Identity and Mascot Strategies for Changsha Kiln Promotion

Abstract

This study focuses on artifacts from the Changsha Kiln of the Tang Dynasty. From the perspective of cultural inheritance and visual dissemination, it systematically sorts out the origin and uniqueness of the Changsha Kiln, and analyzes its morphological characteristics and pattern connotations in terms of underglaze painting, molded appliqué, and sculpture. Based on this, we introduce the theory of qualia and the concept of narratology to build a theoretical framework for the design of the mascot of the "Changsha Kiln" cultural relics from the two dimensions of sensory experience and story construction. This study comprehensively utilizes literature review, comparative analysis, and questionnaire survey methods. It focuses on the selection of patterns, design concepts, feedback, and optimization, and completes the overall design of the mascot's main image, supporting characters, and packaging extensions. It also explores the path to balance "integration of cultural symbols" and "product practicality" in cultural and creative products. The research results show that the patterns and shapes of "Changsha Kiln" cultural relics have good potential for IP transformation. The design of mascot images based on sensory experience and narrative structure can help enhance the recognition and affinity of Changsha Kiln culture, and provide a design method and practice paradigm with reference value for the contemporary expression of traditional ceramic culture and the development of cultural and creative products.

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