How did the secret garden catch fire?

Why did the secret garden drive this market?

"I was really shocked when sales went up," Joanna said. "I thought I was going to let my mother buy a lot." The girl's parents have a salmon farm, where she runs a studio to design hand-painted wallpapers for luxury hotels and boutiques. During the financial crisis, her business couldn't go on and she had to close her studio to serve Starbucks, Nike, Absolute Vodka and other companies.

The editor of 20 1 1 Lawrence king publishing house found her works on the internet, hoping to print these exquisite illustrations into children's coloring books. Joanna's idea is to make a coloring book for adults. In order to convince the publisher, she drew five mosaic illustrations full of details. These complicated patterns are by no means something that children can complete. Actually, it's not easy to be an adult.

It is time-consuming, laborious, requires tools, and even people complain about strong fears ... This 25 cm square coloring book has a high entertainment threshold, but its "adult" positioning has made it a great success. People will publish their paintings on social media such as Facebook, Pinterst and WeChat friends circle. While showing off their achievements, they are also keen to exchange coloring experience.

This "Peter Pan market" has a long history in the publishing industry, that is, selling children's books to adults, so that adults can find the carefree feeling of childhood.

A study on 20 12 shows that among the book buyers between 12- 17, 55% are above 18, and 30-44 years old is the largest market segment, accounting for 28%. Moreover, when asked about the recipients of books, 78% of over-age consumers said that they read books as individuals rather than buying them for others.

One of the most obvious examples: no one will think that Harry Potter is just a fairy tale book for children.

There are many excellent works like The Secret Garden on the market. For example, the PICTURA painting series is led by Chen Zhiyong, Pixar animation modeling consultant and Oscar winner, and co-authored by 12 painting master. Some colorful illustrations are also collected by the British Museum.

But picture books are different from movies. Full coffee will not increase the attraction in proportion, but give people a sense of patchwork. Joanna not only released a personal teaching video, but also accepted an exclusive interview with the Guardian and other media, and was successfully molded into a gentle, elegant and creative star writer.

The rapid spread of social media is also the main reason for its popularity. Korean star Jin Jifan posted a coloring work on social networks, which exceeded 1.3 million likes; American singer zooey deschanel also shared the secret garden on social networks; The secret garden has also appeared in the popular Korean drama Hot Blood. Han Xing Jin Ruiyuan was also photographed playing with the secret garden while filming the Slam.

Connecting coloring with healing people's hearts is the killer of coloring books.

"After waiting so long, the goods have finally arrived! I hope to find my inner peace. "

The question is, does the coloring book really decompress?

Carl G.Jüng, a psychologist at the beginning of the 20th century, was the first to put forward coloring to relieve stress. He doodled on complicated mandala patterns to relieve his depression.

Jung psychology believes that all inner thoughts can be painted as mandala, which symbolizes the universe in Hinduism and Buddhism. In fact, it is a kind of "projection", which can be the projection of anxiety and depression or the projection of getting rid of anxiety and depression. Moreover, the pattern of the coloring book is also very delicate and complicated, with a symmetrical aesthetic feeling, which is very close to the pattern of Datura.

In addition, the process of coloring needs to be focused, focused and meticulous, and no one can do it overnight. Unconsciously, the negative information that affects our emotions is blocked. This almost meditative experience can also play the role of meditation, and even achieve the effect of almost meditation.

When you bury your head in color, what color to choose and how to match it are all under the command of your subconscious mind. These colors not only reflect your state of mind at that time, but also have some hints or guidance. This effect is a bit like a sand table in psychotherapy. The seemingly unintentional choice is actually a projection of your subconscious mind and a very good opportunity to know yourself.

This is why some loyal fans of the secret garden will buy several copies for gifts or personal use at once, "because everyone paints differently every time."

This kind of research is likely to go to the other extreme in marketing, and Susan Jacoby, the author of The Unreasonable Age in America, is skeptical about this phenomenon.

"The coloring book is an artificial product of cultural change, which is a bad thing." Jacoby believes that coloring books and camping are an escape from reality for adults. "I think the popularity of the whole youth literature is a retrogression, and this kind of comfortable fantasy is only a stopgap measure."

Others think that coloring is a personalized expression, and the "secret" of the secret garden lies in its own color matching. Rockie told Curiosity Daily that he brought back two The Secret Garden books from Taipei Eslite Bookstore, but he never let his 3-year-old baby touch his The Secret Garden.

"This is a personal aesthetic problem. I hate it when my wife and I draw a picture. "

There is no standard answer in coloring books, which leaves readers a space for interactive creation and free play. The coloring process is like an artistic creation.

This is not the first time that adult coloring books have become popular, but a cycle around 10.

Adult coloring books are not popular for the first time.

According to Japan's Yomiuri Shimbun, in 2006, nearly 20 publishing houses in Japan published adult coloring books and periodicals. Tokyo Kawaguchi Research Press has successively published * *11series of Adult Coloring, with a total circulation of over120,000 copies.

The book "You and Happiness Only Have Color: 100 Beauty Color Filling and Decompression" published by French Press in 20 12 sold 3.5 million copies.

"coloring books have a cycle, about ten years." Magic Cloud Beast, who has more than 20,000 fans in Douban, is an employee of Houlang Publishing House. Houlang is a publisher who introduced the secret garden to China. He encouraged a hand-painted enthusiast to publish his own works. "Even if there is no chance now, there is still a chance in ten years. Only you have to be fashionable, just like johanna Bassford. "

But does anyone remember the digital oil painting that was all the rage two years ago? The creator painted the corresponding color according to the code instructions, which is also a calm manual, but now it is silent.

Where the fashion came from and where it went, there was no trace.