北京非遗“兔儿爷”视觉形象创新设计研究
Research on the Innovative Design of the Visual Image of the Intangible Cultural Heritage “Rabbit” in Beijing

“北京兔儿爷”是中华优秀传统非遗中的重要组成部分。作为北京民俗文化的载体，“北京兔儿爷”鲜活灵动、寓意吉祥，既是观赏品，又是旧时孩童取乐的玩具。发展至今，已有百年历史，蕴含深厚的文化内涵。然而，随着时代的发展，“北京兔儿爷”的传承面临新的挑战，传播的局限性、形象的传统性、产品种类的单一性均无法适应当下社会的快节奏发展。因此，在符合大众审美需求上保护非遗文化的同时，本文对兔爷元素在视觉形象设计进行详细论述与解析，将“兔儿爷”作为一种特有的地域特色进行视觉创新设计，其本质就是对其文化内涵进行创新和赋性，而这一过程的核心就是对文化的定位。
“Beijing Rabbit” is an important part of the excellent traditional Chinese intangible cultural heritage. As the carrier of Beijing’s folk culture, “Beijing Rabbit” is vivid and agile, meaning auspicious, not only ornamental, but also a toy for children to have fun in the old days. So far, it has a history of 100 years and contains profound cultural connotations. However, with the development of the times, the inheritance of “Beijing Rabbit” is facing new challenges, and the limitations of communication, the tradition of image, and the singleness of product categories cannot adapt to the fast-paced development of the current society. Therefore, while protecting the intangible cultural heritage in line with the aesthetic needs of the public, this paper discusses and analyzes in detail the visual image design of the rabbit elements, and carries out visual innovation design of “rabbit” as a unique regional feature, which is essentially to innovate and endow its cultural connotation, and the core of this process is the positioning of culture.