02295nam a2200385   4500000000100000000000100001008004100002260001700043653002500060653001600085653002300101653001300124653001900137653001900156653001400175653001500189653001600204653002100220653003400241653002300275653002500298653002300323653002300346653002500369100001100394700001200405700001100417700001000428700001300438245007300451856014300524490000800667520119200675020004201867       2022                            d  bIOS Press BV10aArchitectural design10aCo-creation10aCo-creation design10aCommerce10aDemand factors10aDesign concept10aEcodesign10aEmployment10aGreen brand10aGuizhou Province10aIntangible cultural heritages10aMaterial reduction10aMaterial replacement10aco-creation design10amaterial reduction10amaterial replacement1 aH. Sun1 aS. Wang1 aY. Fan1 aC. Wo1 aL. Zheng00aBrand Construction of Rural Handicraft Based on Green Design Concept  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85127296435&doi=10.3233%2fFAIA220035&partnerID=40&md5=5ab4cf8bc63d9cacbf6a4196eb704c9a0 v3473 aThis paper aims at exploring the feasible path of building rural handicraft brand under the concept of green design. Taking the intangible cultural heritage handicrafts in Sansui County, Qiandongnan, Guizhou Province as the core, the demand factors among craftsmen, left-behind laborers, designers, market and government were analyzed. Based on the green design concept, the brand of  Zhi Bu Zhi Zhu  was created in a green way. In the design practice, the pictures of cultural images with brand characteristics are collected as samples, and the symbols with the highest recognition of images are obtained through cultural image cognition experiments, which are applied to the brand design together with the symbols of brand personality elements. In today s competitive market, the concept of green design is combined with brand building. Through brand green co-creation design, more social responsibilities and obligations are borne, and material reduction design and material substitution design are integrated into the whole brand process so as to create a green, natural and healthy rural handicraft brand, expand brand connotation and value and enhance brand market competitiveness.  a09226389 (ISSN); 9781643682563 (ISBN)