黔西南“布依族”品牌IP形象设计构建——以“布依漾”为例
Construction of IP Image Design for the “Bouyei” Nationality Brand in Southwest Guizhou Province—Taking “Bouyei Young” as an Example

目的：构建基于“布依族”民族地域特色的品牌IP形象及其衍生品。方法：以品牌IP形象设计概念为基础，从布依族人文资源和自然资源两方面，对IP形象设计的影响和作用进行了讨论。结果：构建基于布依族民族文化及地域特色的IP形象设计、虚拟场景插画设计、文创产品设计等一套具有一般性价值设计方案。结论：基于民族地域特色的IP形象设计，需充分挖掘其民族人文特色与地区环境特色；随着数字文化产业的发展，传统的民族文化因其繁琐的构成，已不再适配当下的传播美学，需进行现代化改良再面向市场；基于强文化传播理念的文创设计，需以成系列的设计方案出现，单一的设计孤品较难获取较强的传播力。
Purpose: To build a brand IP image and its derivatives based on the ethnic and regional characteristics of the “Bouyei” people. Method: Based on the concept of brand IP image design, the impact and role of IP image design are discussed from both the human and natural resources of the Bouyei people. Results: A set of design solutions with general value, such as IP image design, virtual scene illustration design and cultural and creative product design based on the ethnic culture and regional characteristics of the Bouyei people are constructed. Conclusion: The design of IP images based on ethnic and regional characteristics should fully exploit their ethnic and cultural characteristics as well as regional environmental characteristics. As the digital cul-ture industry develops, traditional ethnic culture is outdated for the current communication aesthetics due to its cumbersome composition, and needs to be modernised and improved for the market. The creative design based on the concept of strong cultural communication needs to appear in a series of design solutions, and products with a single design are hard to be popularized.