| 郝志刚.中国传统元素在视觉传达设计中的应用[J].包装工程,2021,42(10):334-337. |
| 中国传统元素在视觉传达设计中的应用 |
| A Brief Analysis of the Application of Chinese Traditional Elements in Visual Communication Design |
| 投稿时间：2021-02-03 |
| DOI：10.19554/j.cnki.1001-3563.2021.10.049 |
| 中文关键词: 中国传统元素 审美价值 吉祥元素 |
| 英文关键词: Chinese traditional elements aesthetic value auspicious element |
| 基金项目:山西省教育科学规划课题“基于晋商文化山西高职装饰设计人才培养的实训模式研究”(GH-18157) |
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| 中文摘要: |
| 目的 探析视觉传达设计中的形式、内容与方法的创新以及对传统元素的艺术化应用策略。方法 结合传统元素的丰富形式与内容所表现出的普遍性、独特性特点，引出其文化价值、审美价值和商业价值，并将目光聚焦在了视觉传达设计领域，以设计师普遍认可并遵守的相关应用原则为基础，在色彩、符号和空间三大层面总结了基本的应用方向，然后分别选取了传统吉祥元素、传统绘画元素和传统花纹元素，就其在包装设计、展示设计等视觉传达领域的创造性应用进行了深入细致的探究和分析，找到了两者融合的可行路径。结论 视觉传达设计不只是向受众传达一种视觉化的内容，更是以丰富的文化内涵和多元化的形式冲击受众视觉神经的关键，尤其在融入中国传统元素后，作品的外在与内在都得到了升华，能够以更加强烈而独特的民族风格助力视觉传达设计作品，促使视觉传达作品真正打开市场，成为独特的中华民族风格的艺术化存在。 |
| 英文摘要: |
| This paper is to explore the innovation of form, content, and method in visual communication design and the artistic application strategy of traditional elements. According to characteristics such as universality and individuality embodied in the abundant forms and contents of traditional elements, raise its cultural value, aesthetic value, and commercial value. With the attention focused on the field of visual communication design, and based on the related application principles which designers generally recognize and comply with, the basic direction of application in color, symbol, and space is summarized. The traditional auspicious elements, traditional painting elements, and traditional design elements are selected respectively, the intensive exploration and analysis on the creative application in fields of visual communication such as packaging design and display design are conducted, and the viable path of mutual combination is found. Visual communication design not only conveys to the audience a visual content, but also is critical to shock the optic nerve of the audience with rich cultural connotation and diversified forms. Especially, the blending of Chinese traditional elements, refines the external and internal of works, improves visual communication design works with more strong and unique national style, and makes visual communication works truly open markets and be a unique style of the Chinese nation’s artistic existence. |
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