Design features of the "National Trend" style
If you are wearing "Chinese Li-Ning", spraying White Rabbit toffee perfume, holding a toilet water-flavored cocktail in hand, and walking on the street wearing Forbidden City lipstick , it may attract more attention. So, what exactly is "national trend"? What are the design characteristics of "national trend" style?
1. Thick and direct fonts
< p>Chinese characters, as a kind of hieroglyphs, have a cool sense of mystery. Take the "China Li Ning" print as an example. When the four characters "China Li Ning" are displayed in the form of a Song style Tian character grid, it makes people wonder. Do you think of Supreme, which is famous for its box logo? At the same time, this box logo also reminds us of China’s red seal. When “China Li Ning” is designed with traditional calligraphy fonts, it can easily remind us of the sports games of the 1980s and 1990s. It can't help but feel "earthy" and trendy.When retro style and simplicity collide, the national trend is about to emerge.
In addition to the fonts on the clothes, the graphic posters are also full of national trend. The font design is also very interesting. A set of poster designs recently released by Heytea use calligraphy and bold fonts. The retro fonts and colors have a very Chinese feel.
Whether it is calligraphy, Song font, or black font, the strokes are relatively thick, giving people a sense of weight. At the same time, the layout of these fonts is also relatively direct, with prominent horizontal and vertical themes.
2. High saturation. Color matching
When it comes to the color matching of national fashion designs, many people will immediately think of the classic Chinese red, such as the "China Lining" that appeared above.
In addition to Chinese red, Red, blue, red and green are full of retro classic color combinations:
In fact, in addition to the classic combination of red, national fashion designs also use various other colors, and the saturation of these colors is relatively high < /p>
For example, the quintessence of Chinese stationery set launched by M&G and Harper’s Bazaar:
The color scheme of the illustrations used in the new packaging of Jianlibao:
3. Elements with Chinese characteristics
The third feature of national fashion design is the use of elements with Chinese characteristics. For example, Wangzai Milk combines the distinctive clothing and packaging of 56 ethnic groups:
The Beijing embroidery is painted on the Milk Deluxe on the packaging:
Shower gel with the classic White Rabbit pattern printed on the packaging:
Moving firecrackers, New Year paintings, and couplets that are common during the New Year onto posters:
There are also classic Hong Kong style signboards, neon lights and other elements that can also be used in graphic design: ChineseTrendStyle/national trend style
The rise of national trend
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When "Intelligent Manufacturing in China" is slowly appearing in people's vision, "national fashion" has become a new direction for the development of domestic products. In 2018, it was even called the new trend. The first year of the rise of the national trend.
"China Lining" took to the fashion week, RIO toilet water cocktail became a hit, Lao Ganma joined hands with trendy clothing to shine, and the Forbidden City crossed boundaries to create first-class visual fashion and clothing. Cosmetics·······
These unique Chinese tastes have set off a "new trend" both domestically and internationally, and have unexpectedly become popular with their hard-core Chinese style. Real domestic products are becoming more and more popular. Many appear in front of people.
Earlier, Edison Chen, who has always supported Chinese culture, created his own personal brand CLOT in 2004, which also made him a veteran of the national trend.
In addition to inheriting Chinese culture, Edison Chen has also been working hard to rectify the name of "Made in China". He once said:
"We can't do this in the Chinese market." Work under the "Excellent" standard, all work must be excellent under international standards, only in this way can we proudly say that this is Made in China."
Founded the fashion brand AngelChen. Designer Chen Anqi is also a symbol that cannot be ignored in the national trend. Her distinctive and arrogant designs and deviant and radical personality constantly subvert people's perception of "Chinese style".
It is the persistence of innovation and change of these time-honored brands and new national fashion brands that allows the seeds of the light of national fashion to grow stronger and stronger, and gradually become a trend.
With the rapid rise of the Millennial generation consumer group, young people are highly recognized for trendy culture, and national fashion is leading a new round of innovation, interpreting a new, fashionable and trendy style. Avant-garde lifestyle.
This is also the influence of Made in China, which silently feeds back the Chinese people’s sense of identity with Chinese culture and changes their understanding of trendy culture.
How to define national trend?
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Since the domestic trend began to rise, when more and more domestic trend brands emerged, the emergence of There is a word called "national tide".
The emergence of the concept of "national trend" can be traced back to the popularity of time-honored brands such as Pechoin, Weilong Spicy Tiao, Laoganma and Huili Shoes in the past few years.
With the recovery and rise of great powers, the younger generation has gradually begun to realize the new charm of new domestic products in addition to nostalgia. The term "national trend" has also been hotly discussed by more and more people. .
The reason why the national trend is so popular and attracts the worship of many young consumers is mainly due to the return of traditional culture, and the economic development has promoted the awakening of the national pride of the Chinese people.
Trend is the brand and style often worn by celebrities that most young people like, and it is a fashion culture pursued by young people;
The national trend, although it also refers to a It is a trend, but it is a local cultural trend that contains the excellent Chinese cultural heritage.
It is a phenomenon with brand as the carrier and culture as the language. It is not limited to a certain field and a certain form, it represents many fields.
It can be Chinese comics in different dimensions, it can be the changes in clothing between different dynasties and the present, or it can be the innovation of indoor space. No matter what it is, the important point is that they are all It is an aesthetic way expressed by local culture.
It is Chinese quality and Chinese intelligence based on cultural self-confidence. It is the Chinese style and Chinese accent after the integration of tradition and modernity.
General manager of RET Ruiyide once explained the national trend in an article in the summer:
In a sense, the national trend uses the brand as a carrier, which not only satisfies consumers The pursuit of fashion and the expression of individuality are also a natural return and highlighting of traditional culture.
Time-honored internet celebrity
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Li Ning is no longer the Li Ning you knew back then.
Li-NING (LI-NING) is a brand of the same name founded by the gymnastics prince Li Ning after his retirement. Since its establishment in 1990, it has become one of the well-known sports brands in China.
But this sports brand once seemed out of step with the trend. It was not until June 2018, when Li-Ning made a strong appearance at the Paris International Fashion Week, that people discovered that Li-Ning was no longer the same brand as before. Li Ning.
As soon as it debuted this time, Li Ning released a series of super cool new products, all of which were designed with Chinese elements as inspiration, re-emphasizing the brand's Chinese origins and feelings for domestic products.
The various Chinese elements are vividly displayed, and the extremely cool color collision brings a strong visual impact. Li Ning has achieved the transition from Made in China to Created in China, making local national fashion popular all over the world.
Of course, among the time-honored domestic brands that are once again leading the trend, Li Ning is just one representative. More and more domestic brands have begun to make their products at the forefront of the times and create a real "national trend" trend.
New Oriental Aesthetics
ChineseTrendStyle/national trend style
Fashion trends are constantly changing, but only classical beauty remains unchanged.
In the past, China was once the center of the world. Whether it was culture or commodities, it was admired and learned from neighboring countries. The coming of all nations at that time proved China's strength.
After entering modern society, China is still a powerful country, but the voice of real Chinese brands in the international arena seems to have been completely drowned. Aesthetic fields such as clothing, architecture, interior, and design have become more prominent in the world. The position is slightly weaker.
Oriental aesthetics, which once represented trendy aesthetics, has lost its glory.
However, with the rise of the national craze in the past two years, Eastern aesthetics is also reviving in a high-profile manner, once again blooming its dazzling brilliance on the world stage.
Oriental aesthetics is a classical aesthetics rooted in China’s long history. The esthetician Zong Baihua once summed up two different oriental aesthetic ideals with the words “gold engraving in different colors” and “hibiscus emerging from water”.
In terms of national fashion brands, many designers also use these two completely different classical aesthetic forms to define the concept of "national fashion" and re-express New Oriental aesthetics.
In the global fashion circle, New Oriental aesthetics is increasingly becoming a trend. Chinese style is not only a symbol that young people like to use when creating their own symbols, but is also becoming an international style.
For example, the Forbidden City, which already has the title of Internet celebrity, has also created a cross-border fashion before, and jointly launched the "Jifu Resurgence" series of fashions in conjunction with the ICY global designer platform.
Applying the ritual sense and patterns of palace costumes to the fashion field is a bold collaboration between classical aesthetics and contemporary daily life. It then dialogues with traditional culture and uses New Oriental aesthetics to define the beauty of national trends.
There is also the visual artist MoreTong, who designed the "solar terms" series of posters that went viral on the Internet. He combined traditional culture with Chinese fonts to build a surprising visual system of oriental culture.
Poster design
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The national trend style of Tsingtao Beer.
Chinese Trend
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Trendy design
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Chinese style is the main line, mixed with other elements.
Influenced by the concept of fusion of various cuisines on the menu, the designer designed a dining space dominated by Chinese style with elements of Peruvian and Japanese culture.
The atmosphere of the restaurant is lively, warm and full of creativity, creating an exotic and imaginative dining place for people.
Designed by DOMANI Dongcang, the sensory illusion and visual impact of the space are constructed with sharp brushwork.
A huge red installation runs through the entire space, becoming a visual and artistic presence. From a frontal perspective, it also forms the initial R shape of the brand name.
The device is made of red steel plates as the main material, and only the part near the entrance is made of glossy red glass.
The futuristic geometric interior is filled with contrasting tones of red and black. Red represents passion and explosion, while black represents calmness and restraint. The emotional blood grows in the enclosure of rationality, and the two colors also reach a balance in the confrontation.
The gray cement checkout counter is located in the corner below the red device, which is still quiet in the red and black atmosphere.
As a pioneer of national fashion, ROARINGWILD tries to convey the fearless attitude of pursuing dreams through clothing as a carrier.
DOMANI Dongcang uses design to break the boring procedures of traditional retail, which is a spatial interpretation that is in line with the brand's intentions.
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Cherish every time you read and reward your advanced taste buds; I hope you will dream about your loved one at midnight and have something to look forward to before dawn . I want to make a Chinese-style hand-painted poster for a milk tea shop. Is there any design company in Qingdao that you can recommend? Please recommend me
Qingdao Fengyun Brand Planning, I have never cooperated with them, but I have seen their 24 solar term hand-painted posters in the circle of friends, which is very popular. You can go to their official website to take a look, it is really good. Strong push, strong push~existence like crushing strength