Chinese traditional design elements are a unique landscape and precious wealth of oriental culture. They have a wide range of themes, rich connotations, diverse forms, and have been circulated for a long time. They are difficult to replace by other art forms and are among the world's arts. , its unique oriental cultural charm is shining brightly. How to understand the relationship between traditional plastic arts and modern design so that its application in modern design is more extensive and in-depth. After the "international design style" trend, creating a diversified design trend is what the new generation of designers are facing. subject. This kind of play is based on the understanding of traditional artistic expression methods, and traditional elements are transformed, refined and used to make it more characteristic of the times. The application of traditional elements, such as dragon and phoenix patterns, longevity pictures, blessing characters, etc., has made many attempts in graphic design in this area.
1. The concept of traditional cultural elements and their application in modern poster design
The so-called "traditional culture" refers to the unique culture of the Chinese nation, based on Confucian thought and culture. A baseline, organic system that encompasses various other ideological and cultural contents. Chinese traditional culture is aimed at the inheritance of Chinese culture. It emphasizes the origin of Chinese culture and the objective cultural heritage passed down. And what we can draw representative things from traditional culture can be called traditional cultural elements. What exactly can represent the elements of traditional Chinese culture? Chinese civilization has lasted for five thousand years and has formed a long-standing cultural knowledge. Naturally, traditional cultural elements also cover a wide range of elements. The following is a small list of elements: Chinese calligraphy, seal cutting, Chinese knots, Qin bricks and Han tiles, Beijing opera masks, shadow puppets, Chinese lacquerware, Han Dynasty bamboo slips, oracle bone inscriptions, the Four Treasures of the Study (inkstone, writing brush, rice paper, ink) vertical thread-bound books, paper-cutting, kites, wishful patterns, auspicious cloud patterns, Chinese embroidery (embroidery, etc.), hyacinth eyes, painted pottery, purple clay pots, China Porcelain, Chinese paintings, Dunhuang murals, stone lions, Tang suits, chopsticks, Chinese characters, gold ingots, Ruyi, Bagua, etc.
Design is purposeful planning, and poster design is one of the forms these plans will take. In poster design, you need to use visual elements to spread your ideas and plans, and use text and graphics to convey information. Give the audience, let people understand your vision and plan through these visual elements, this is the definition of our design. The design should move people. Enough details can move people, graphic creativity itself can move people, color taste can move people, material texture can move people... organic and artistic combination of multiple elements of design. The basic elements in design are equivalent to the components of your work. Each element must have the purpose of conveying and strengthening the message. The traditional cultural elements include such a wide range of elements, which is fertile ground for designers to absorb nutrients, and has a profound enlightenment and reference effect on poster design. And with such a profound cultural background in our country, the design sources designers draw from are also inexhaustible.
2. The application of traditional elements in advertising design
The application of traditional Chinese graphic arts and plastic arts in design. The simplicity and innocence in woodcut New Year pictures, the simplicity and abstraction in shadow puppets and paper-cutting, and the exaggeration and deformation of Peking Opera facial makeup can all become our design elements, adding a layer of accumulation to the connotation of the design works. "Chinese Essence: Heartbreak" uses the gradually broken Peking Opera facial makeup, symbolizing the blood-dropping brokenness of the Chinese quintessence that is beating and impacting people's hearts, expressing the severity of the urgent need to be protected and passed down. Look again at the touch of Chinese red on the "New Year's Red Envelope" and the rattle played by the children in the past, conveying the strong Chinese sentiment and the inextricable Chinese knot.
Use traditional text as the entry point for advertising. The organization and application of lines in traditional Chinese art works have reached a high level of artistic proficiency. The pursuit of line texture and breakthroughs in line image can often achieve better results when used innovatively in the design field. The two works "Design and Art/Idiality/Distinction" and "Family and Country Dream Come True" clearly express a deep understanding of our country's culture and art. The designer has formed his own kind of belt through accurate grasp of the essence of Chinese arts such as ink and calligraphy. It has a strong expression style of oriental culture and perfectly blends traditional national culture and art into modern design concepts.
1. The application of Chinese characters in modern design:
The ancient Chinese characters span thousands of years and are still full of vitality and unique artistic charm. Chinese characters are square characters that evolved over a long period of time based on pictographs. Specific expressiveness is conveyed through six means of composition such as pictography and understanding. Coupled with the expressive characteristics of "graphical" and "symbolic", it can be said to be the most primitive form of logo. At the same time, the different representations of various calligraphy styles such as oracle bone inscriptions, seal script, official script, and regular script also provide rich visual elements for modern design.
With the development of the times, looking at it from a broader information platform, Chinese characters have never been divorced from the "image" and "shape" of all things in the world, and have highly simplified and generalized the images of objects. It is undoubtedly a design element with deep vitality and appeal. Applying it to modern logo design will open up a creative space full of vitality and vitality for modern design. There are actually many successful examples around us. For example, the logo of "Bank of China" is a "中" character integrated into ancient copper coins, which looks like two locked doors, which is a good symbol of safety and integrity; another example is the logo of "Qiwang Tea", which contains several A piece of tea leaf is juxtaposed with the word "王", like a big flag fluttering in the wind, giving it a royal aura. Such an ingenious and perfect combination is both concise and vivid, and has national characteristics, making it unforgettable. In the logo design of the 2008 Olympic Games, the clever use of Chinese characters once again showed the world the modern flavor of China's ancient culture.
2. Traditional graphics and modern logo design
my country’s traditional graphic art has a long history and has been developed for thousands of years. Long before the birth of writing, ancestors began to use graphics to convey ideas and communicate emotions. The painted pottery patterns of the Neolithic Age and the rock carvings carved on the cliffs not only record the ancestors' understanding of nature and Expectation has also become the earliest graphic art of mankind. Chinese graphic art not only originated early, but also continued to develop. Although it was fast and sometimes slow, it never stopped, such as the Taotie graphics on bronzes of the Shang Dynasty; the tadpole script and plum blossom seal scripts of the Spring and Autumn Period and the Warring States Period; the phoenix-shaped, Baoxiang patterns in the Tang Dynasty and inscriptions on bronze inscriptions that appeared later. Chinese traditional graphic resources are extremely rich. In their development and evolution, they have a consistent vein and colorful styles. With their diverse and unified styles, they show uniqueness, depth and charm. national tradition and national spirit. These graphics continue to precipitate, extend, and evolve with the passage of time and the development of history, thus forming a unique traditional art system in China. This system embodies the essence of the wisdom of the Chinese nation for thousands of years, and also embodies the Chinese nation. unique artistic spirit.
From the "Human Face Colored Pottery Fish Pattern Basin" in Banpo, Xi'an in the Neolithic Age to the lifelike portrait stone "Jing Ke Assassins the King of Qin" in the Han Dynasty, from the Taotie patterns on bronzes to the simple Qin and Han Dynasty tiles, these graphics, Different shapes, antique and simple. It is an image interpretation of the social life of the Chinese nation in different periods, and it also faithfully reflects people's aesthetic tastes in different periods. Many works that are recognized by the world and have distinctive national characteristics and cultural connotations are inspired by traditional graphics.
Integrating traditional graphic arts into the design of modern logos is the key to designing modern logos that are assertive, contemporary and international. But such a combination does not refer to pure copying or simple appropriation of traditional graphics, but to recognize and understand traditional graphics, and on this basis, gradually excavate, change and transform traditional graphics so that traditional graphics become A new creative point and inspiration point in the design, thereby designing a Chinese-style modern logo that is full of vitality. The logo of Hong Kong Phoenix TV successfully draws on the traditional Chinese phoenix pattern and adopts the unique Chinese structure of "happy encounter". One phoenix and one phoenix fly high, sonorous and harmonious, integrating the characteristics of the media and the brand The song has lofty aspirations, and the kingly spirit of the lead singer is vividly expressed. The image of two flying and circling phoenixes represents the complementarity and blending of two different cultures in China and the United States. It embodies the cultural concept of integrating the East and the West and the North and the South, and has a distinct Chinese character. The mark of civilization.
3. The use of traditional cultural elements in jewelry design
Looking at the development history of Chinese jewelry culture, our ancestors used animal teeth, shells, and bones as early as the Middle Paleolithic Age. Pipes, ostrich eggshells, stone beads, etc. were used to create string ornaments. During the transition period between the New and the Old Stone Age 10,000 years ago, translucent and colored materials such as quartz, jasper, agate, and obsidian were further used to create various decorations. By the Xia, Shang, and Zhou dynasties, , the jewelry categories for Chinese men and women are already very rich, including hairpins, combs, and crowns for headgear; rings for earrings; necklaces for necks; and bracelets and bracelets for hand jewelry. They also wear ornaments that are combined together, consisting of Heng, Huang, Ju, etc. Even jewelry is made of bamboo, stone, bone, clam, shell, tooth, jade, gold, etc. Hongshan Culture, Liangzhu Culture, Longshan Culture, Daxi Culture, whether it is earrings, necklaces, armbands, chest ornaments, etc., all reflect the strong style and cultural charm of the times. Design is the reflection of consciousness in the material realm, is objective, and is the carrier of history, culture, and art. As a modern jewelry designer, you must first base yourself on the fertile soil of Chinese culture. Only jewelry that integrates traditional Chinese and Western cultural elements can be accepted by consumers and have a market. Modern jewelry design reflects a kind of humanistic culture. Personalized design must not only pay attention to national characteristics, but also follow fashion trends, and fully integrate traditional craftsmanship, modern thinking, personal talents, natural materials, modern craftsmanship, new science, and new materials. Integrated into the works, in order to express cultural themes, people can find unique personalities from ancient and modern symbols, perform interpretations and creations from them, and clearly convey messages from ancient times to the present. For example, the dragon symbolizes power, the phoenix symbolizes joy, the bamboo symbolizes integrity, the lotus symbolizes self-love, and the dove symbolizes peace and equality. Combining these elements from the East and the West, ancient and modern, we use rich imagination and a keen sense of the times to reinterpret it. Create a new look of fashion jewelry. This profound cultural accumulation can reveal personal perceptual memories and cherished values, conveying eternal meaning. If it is just a reproduction of the original dragon, phoenix, bamboo, lotus, dove, etc., it will lose any meaning of the design.
The culture of any nation is an integral part of world culture. Although the geographical environment, climate, cultural traditions, customs and social economy of each country are different, resulting in different The national style of a country, and it is precisely because of these differences that the colorful world family is formed. It is a symbol of distinction and a profound cultural imprint.