As a popular book variety in the field of children's publishing, children's pop-up books not only open a new window for children's book publishing in China, but also bring practical challenges. The author believes that China's children's pop-up books should strengthen cost control, focus on Chinese characteristics, deepen the book text, improve the artistic level, adopt differentiated marketing, and promote their development from quantitative to qualitative change.
1. Multi-point force to reduce production costs
Cost is the primary prerequisite for the sustainable development of children's pop-up books. In order to ensure the smooth publication of children's pop-up books, publishing institutions must pay more financial and material resources, resulting in upstream copyright owners, authors, midstream printing companies, downstream distributors, channel providers and ordinary readers are all troubled by price. Therefore, only by reducing production costs as soon as possible can we drive the upgrading of children's pop-up books in China.
First of all, relevant departments should issue guiding opinions on children's pop-up books, give policy support to units involved in the publication, printing and distribution of children's pop-up books, and create a good publishing environment for children's pop-up books.
Secondly, in view of the structural characteristics and easy to destroy and break characteristics of children's pop-up books, publishing institutions should apply new materials other than coated paper and offset paper to reduce the price of raw materials for children's pop-up books and extend the service life of children's pop-up books.
Finally, in view of the complex and meticulous printing process of children's pop-up books, printing enterprises should accelerate scientific and technological innovation, cooperate with the use of new materials to develop children's pop-up book binding equipment, realize the collaborative production of manual binding and machine binding, and ensure product supply to the greatest extent.
2. Cultivate original works based on tradition
Insufficient originality is a major bottleneck restricting the development of children's pop-up books in China, for this reason, China urgently needs to cultivate a group of book authors with local awareness, focus on creating a number of high-quality original children's pop-up books, and form a children's pop-up book brand with Chinese characteristics.
China has a long history and has accumulated rich cultural resources, which not only provides rich materials for the content creation of children's pop-up books, but also greatly benefits the creative design of children's pop-up books. At the content level, children's pop-up books should be good at extracting materials from excellent traditional Chinese culture, combining excellent traditional Chinese culture with new book forms, and committed to the cultivation of children's values. At the design level, children's pop-up books should draw on China's traditional art forms such as paper-cutting, shadow puppets, watercolor, architecture, etc., and integrate Chinese elements on the basis of paper structures to highlight Chinese characteristics.
For example, Anhui Children's Publishing House launched "Chinese Classical Masterpieces Three-dimensional Collection Edition - 3D Journey to the West" is a popular explosion of China's original children's pop-up books in recent years, the book is based on the four famous books "Journey to the West", the classic stories, exquisite illustrations, new materials and paper dynamic three-dimensional structure and other elements organic integration, for "Journey to the West" fans to present a magical world on paper. The master of paper art uses more than 500 parts and more than 800 processes to plastically design shocking three-dimensional scenes and strange small mechanisms, integrating the rich imagination of "Journey to the West", integrating ancient stories and new reading.
3. Deeply cultivate the text and optimize the content expression
Children's pop-up books are not only children's books, but also different from ordinary children's books, their content should not only conform to the creative concept of children's books, use children's basic words, from children's senses to directly shape their spiritual hall, and quasi-rely on the creative imagination and feelings of children's psychology [6]; It is also necessary to adhere to the narrative paradigm of children's pop-up books, that is, to develop multiple fragmented narrative texts in a complete narrative text, and the texts are related to each other to realize the interaction between readers reading and narrative texts.
For example, "Opening the Forbidden City" launched by the Publishing House of Electronics Industry, involving history, architecture, politics, cultural relics, science and technology, food and other content, the book is equipped with detailed text explanations for each building in the order of the architectural location of the central axis of the Forbidden City, and at the same time, for each building and utensils, 93 "secret history of the palace" and 26 exploratory interesting historical stories are designed in a multi-layer opening and closing way [6]. In order to facilitate the understanding of children's readers, "Open the Forbidden City" deliberately treats the written expression colloquially, which is not only more in line with children's language habits, but also well received by readers, but also provides reference for "Open China" that adopts the same composition mode.
4. Creative design to enhance the artistic level
From the perspective of explicit design copywriting, illustration and cover, children's pop-up books are similar to ordinary books, but from the perspective of space modeling, visual aesthetics, interactive installations, etc., children's pop-up books should pay more attention to the artistic level and improve the design level.
First of all, it is necessary to change the concept of children's pop-up book creation, through project-based and team-based collaborative creation, so that different talents such as copywriters, illustrators, technicians, and education experts collide with each other and complete their works in brainstorming.
Secondly, we should focus on highlighting the expressiveness of children's pop-up books. The visual effects of children's pop-up books should be impactful, which requires the book design to have three-dimensional thinking, using different paper structures and rich details to create vivid scenes. For example, add rope, fabric, magnet, power supply, mirror and other elements to the book to enrich the space shape of the book.
Finally, it is necessary to improve the interactive effect of the design of children's pop-up books. Digital technology can extend the reading carrier of children's pop-up books, and children's pop-up books can use QR code and AR technology to realize the interaction between paper books and mobile games, audio and video and other content, creating a diversified and creative reading experience for readers [7].
5. Differentiated marketing to tap the special value of children's pop-up books
China's children's pop-up books can achieve rapid development in just over ten years, inseparable from their own publishing value, in addition, publishing institutions should fully tap their special value.
First, refine the target group. Children's pop-up books can stimulate children's curiosity and curiosity, but the needs of children of different ages, genders and regions are very different, which requires publishing institutions to grasp children's needs, establish hierarchical standards, and adopt targeted marketing plans.
Second, pay attention to experiential marketing. The interactive function of children's pop-up books can only be realized with the participation of children themselves, which provides an opportunity for publishing organizations to develop experiential marketing. Strengthening the construction of children's pop-up book offline experience areas, and holding children's pop-up book exhibitions and exhibitions should become a major direction for children's pop-up book marketing in the future.
Finally, strengthen derivatives branding. The marketing of children's pop-up books should take books as a carrier, and combine books with various media such as film and television, education, entertainment, cultural and creative products, etc., to form a book brand with strong added value.
Children's book publishing is related to the healthy growth of children in China and the high-quality development of children's publishing, children's pop-up books not only have the content and form of paper books, but also its entertainment, integration, interaction characteristics are more in line with the reading preferences of children's readers, the publishing industry should actively promote the healthy and orderly development of children's pop-up books, to provide Chinese children with rich and high-quality spiritual products.
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