Extended Semantic Translation of Modern Central Plains Culture Graphic Design——Take the Horse Street Book Club for Example

GAO Cong-rui, MA Chun-li

Packaging Engineering ›› 2022, Vol. 43 ›› Issue (14) : 425-433.

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PDF(4034 KB)
Packaging Engineering ›› 2022, Vol. 43 ›› Issue (14) : 425-433. DOI: 10.19554/j.cnki.1001-3563.2022.14.053

Extended Semantic Translation of Modern Central Plains Culture Graphic Design——Take the Horse Street Book Club for Example

  • GAO Cong-rui1, MA Chun-li2
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Abstract

Based on the theory of extensibility, the paper aims to explore the method of translating modern Central Plains culture into graphic design, and promote the modernization inheritance and development of Central Plains culture. Field visits, literature query and other methods are used to collect and analyze the cultural connotations of the Central Plains. Taking the Majie Book Club as an example, the key semantic words are extracted; In-depth analysis of graphic and text design is carried out, and four kinds of graphic and text feature primitives of color, shape, font and typography are proposed; Through the key visual perception of the graphic and text primitives, the Majie Book Club culture is associated with the graphic and text features, a scalable semantic model is established, the semantic difference method and the questionnaire survey method are used to quantify the relationship between the graphic characteristics and the Majie Book Club culture, and the design factor extraction is analyzed. The use of extendable semantics theory to carry out a reproducible translation design for the semantics of the Central Plains culture can complete the translation design of the modern graphics and texts of the Central Plains culture. The fusion of the cultural characteristics of the Central Plains in the form of semantics with the key visual perceptions of graphic design can generate new graphics and texts with modernity and lay the foundation for computer-generated systems.

Key words

Central Plains culture; graphic design; modern translation; extensible semantics

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GAO Cong-rui, MA Chun-li. Extended Semantic Translation of Modern Central Plains Culture Graphic Design——Take the Horse Street Book Club for Example[J]. Packaging Engineering. 2022, 43(14): 425-433 https://doi.org/10.19554/j.cnki.1001-3563.2022.14.053
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