A Study on Local Festival Cultural and Creative Design : China’s H Island Mid-Autumn Festival Centered Celebration

Festival cultural and creative design research can organically combine local festival cultural elements into visual products, become a carrier for circulation and communication, carry forward traditional culture, and enable teenagers to identify with traditional culture and generate a sense of pride and belonging. It is conducive to national unity and unity. Cultural and creative products in the market circulation can also bring great competitive value to the local. Based on the literature analysis, case study, and pastoral investigation, this paper analyzes the mascot brand image of H Island. By taking the Mid-Autumn Festival in H Island of China as an example, it discusses the cultural and creative design of domestic festivals, and conducts the cultural and creative design of domestic festivals for the audience of children and youth, the audience of Mid-Autumn Festival wedding, and the packaging of high-end mooncakes to spread the domestic festival culture. In terms of the Mid-Autumn Festival cultural and creative product strategy for the youth, it is to start from the concept of calling on the youth to “frequently go home for family reunion” and the cultural theme of the Mid-Autumn Festival. Apart from representing the family reunion, the full moon stands for perfect love. This theme is taken to develop cultural products. Improving the recognition of domestic festivals is the primary task to advocate for festival culture. A series of designs of domestic traditional cultural and creative products can not only enhance the image of the country’s culture, but also highlight the brand personality of the country’s culture, and effectively distinguish the personality and visual recognition of foreign cultures. Indeed, the competition of different cultures is the competition of their own cultural symbols. Thus, we should pay attention to dig deep cultural connotation to design cultural and creative products, realize the visual and effective distinction with foreign cultures, more directly enable the audiences to have emotional connection with the domestic culture, improve the cultural value, and ultimately heighten the national cultural competitiveness more effectively.