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With the rapid development of information technology and the continuous emergence of artificial intelligence, big data, cloud computing and other advanced technologies, design ushers in a new era of digital technology. The innovative application of digital technology in contemporary design in China promotes the rapid development of cultural and creative design. As an important carrier of university culture, cultural and creative products have become an important part of the construction of university culture, which plays an important role in publicizing the school cultural characteristics and promoting the school brand image. Based on the analysis of excellent campus cultural and creative cases at home and abroad, taking Jiangxi University of Finance and economics as an example, this paper explores the new application of digital technology in contemporary cultural and creative design.

Application of digital technology innovation in campus cultural and creative design——Take Jiangxi University of Finance and Economics as an example