"Pop-up books can give readers a surprise on paper, stimulate children's interest in reading, and at the same time touch the development of children's creative thinking." According to Ye Min, editor-in-chief of Shang Tong Children's Books, pop-up books with different structures play different roles. Popular science pop-up books can intuitively express the composition of small animal caves and the body structure of insects, and tunnel-style pop-up books can allow children to see the location relationship of the natural environment or buildings at a glance, which ordinary flat books cannot do.
Ye Min believes that in the creation of pop-up books, its interesting and interactive advantages should be maximized. Ordinary flat books are the unilateral output of "I will write, you will read", while pop-up books can complete the interaction in reading, allowing young readers to really "talk" with the book. Many three-dimensional structures adopt interactive methods, which are achieved by young readers to pull, twist, turn, and flip by themselves, which changes the role of readers in reading. Especially for young children, the best learning is to "learn by doing" and "learn by doing", and pop-up books perfectly realize this need.
"The biggest advantage of pop-up books is that they contain non-book characteristics in the form of books." Sun Zhaozhi believes that pop-up books have both the readability of books, the characteristics of toys, and the aesthetic characteristics of handicraft decoration. Because of the surprising three-dimensional effect and interactive setting, pop-up books can continue to attract children's attention, let children calm down, and integrate into it, which is very helpful for exercising attention.
The last thing around today's children is electronics, but they are getting farther and farther away from paper books. Ye Min said from the perspective of reading and publishing: "Pop-up books have a unique advantage, that is, they are not easy to be replaced by electronic products, because this is a real art realized with paper, and only actual flipping and touch can achieve reading, which also protects the essence of reading to a greater extent." ”
Adhere to originality and strive to make Chinese characteristics
Although domestic pop-up books started late, everyone thinks that we have our own advantages in doing originality.
"China has a wealth of cultural symbols and content resources, in fact, many of them are very suitable for giving new life in the form of pop-up books." Sun Zhaozhi said that pop-up books are still relatively new to Chinese readers, and can attract readers at all stages to pay attention to such topics, "for example, many young children have aroused their interest in reading the original book because they read the pop-up book "Trouble in the Heavenly Palace".
"We hope that Chinese children can see Chinese stories in pop-up books." According to Guan Zhongping, one of the founders of Creative Arts House, "we have so many traditional Chinese myths and stories to tell, and the material library is inexhaustible, which is the fertile soil for our development." He is also very happy to see that more and more professional publishing institutions are now focusing on the publication of pop-up books, so that the industrialization of pop-up books presents a benign development situation.
"What we do is rise to the challenge." Chen Qing, a paper art designer at Chuangyi House, is unwavering in developing China's original pop-up books. In his view, because of cultural differences, it is difficult for foreigners to understand the essence of Chinese stories in place and show them in an appropriate form: "It is difficult for foreign designers to do themes such as "Journey to the West" and "Dream of Red Mansions", only our own designers, to do the content of Chinese themes, can present the spirit of traditional Chinese culture." ”
The advantages of the development of original pop-up books are not limited to the subject matter, but also rich Chinese elements, Ye Min said: "Pop-up books are art on paper, in fact, our traditional Chinese paper-cutting, shadow puppets, paper and even architectural methods can be added to the design of pop-up books, and China is unique in this regard." Shang Tong is also constantly trying to do this. We hope not to follow in the footsteps of Europe and the United States, blindly imitate and follow, but to have original ideas with Chinese characteristics, and then let foreign counterparts learn from us, learn from each other and integrate with each other. She also revealed to reporters that Shang Tong Children's Book and Creative Arts House are currently working together to develop more than 20 original pop-up book selections, which will be launched next year.
In some countries with a more developed publishing industry, almost all well-known classic stories or picture books have published corresponding pop-up book versions, and the reader market has been fully familiar with and accepted pop-up books. However, in China, from the reader level, pop-up books may also be regarded as a relatively luxurious book variety, in Ye Min's view, this is the difficulty in the current development of pop-up books. But Long Jie also mentioned that in foreign countries, pop-up books are also niche products. Therefore, as long as the high-end people are accurately targeted in marketing, there is no worry that there is no market.
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