Research on the Relationship Between Art Design Talents Education and the Productive Protection of Intangible Cultural Heritage

This paper sets out to analyze the role of art design talents and their education, as well as the norms and principles they have to abide by, in the productive protection of intangible cultural heritage (ICH). Based on the classification of ICH, the researcher found that art design education could play a part in the following aspects: increasing public awareness of ICH cultural connotations, transforming product forms, and promoting product images through the brand strategy. It is suggested that, in the productive protection of ICH, art design education should deal with the relationship between seeking cultural roots and respecting the present reality, between protection and exploitation; it should comply with three principles-value assessment, sticking to hand-making traditions and collaboration.