VISUAL IMAGE DESIGN OF JINGDEZHEN PORCELAIN BRAND UNDER THE PERSPECTIVE OF MEME

Starting from the perspective of Meme Theory, this study explores the ideas of Jingdezhen porcelain brand design in order to break through the limitations of traditional porcelain development, realize cultural inheritance and innovation, and promote the sustainable development of the porcelain industry. Literature survey, field research and case study method are used to comprehensively analyze the current situation of visual image design of Jingdezhen porcelain brand, and propose brand design strategies in combination with Meme Theory. The study finds that Meme Theory has significant validity in cultural communication, plays a central role in Jingdezhen porcelain culture, and provides new ideas for brand visual image design. The study provides support for the inheritance and innovation of Jingdezhen porcelain culture, provides theoretical and practical references for the protection and development of regional culture, enriches the scope of application of Meme Theory, and provides specific guidance for porcelain product design, emphasizes the significance of cultural modality for the development of local cultural industry, and has far-reaching value for promoting the inheritance and innovation of Jingdezhen porcelain culture.