Looking at modern design from the perspective of traditional Chinese culture and art elements
Abstract:
Chinese traditional culture and art embodies the unique spiritual connotation and representative culture of the Chinese nation itself. In today's situation of inheriting and carrying forward traditional culture
the application of traditional cultural and artistic elements into visual images in modern design has its unique charm and value. Chinese painting, calligraphy, seal cutting and tradition
The use of graphics in modern design has enriched the expression forms and expression languages ??of modern graphic design, enhanced the appeal of modern art design, and reflected modernity
The historical significance of the design also reflects the designer's profound cultural heritage. It highlights the charm of traditional culture while integrating the characteristics of the times, which plays an important role in improving the artistic value of modern graphic design.
effect.
Keywords: traditional culture; art form; visual image; modern design
Chinese traditional culture is the crystallization of the wisdom of the Chinese nation and the ancestors
In the long history The spiritual accumulation of longing for beauty, pursuing light and searching up and down over the years is the lifeline of a nation's survival and development [1]. The cultural value of tradition
is a huge resource
for a country with a long history, which is not only reflected in a kind of historical nostalgia and historical memory
and looking for something that can comfort, express and confirm one's own historicity
but also embody a traditional humanistic spirit and value system
and display something that can reflect oneself, Cultural
Images of nation and national identity.
Culture is the source of design concepts.
Designs that deviate from traditional culture will inevitably become water without a source and a tree without roots. However, simply
copying or indirectly appropriating the art forms of traditional culture will lose
the appeal of art. Therefore, it is necessary to understand the relationship between traditional Chinese cultural elements and modern design, and to organically integrate the inheritance of national culture and the development of modern design with Chinese characteristics to make it more effective in modern design. For extensive
and in-depth application, it is an important issue we are facing today.
1. Understanding of the elements of traditional Chinese culture
Chinese traditional culture is the carrier of Chinese humanistic thought. It
pursues harmony, moderation and simplicity. The implicit thought is in line with China's traditional views on humanities, nature, and philosophy, and is based on the complementary and inclusive concepts of Confucianism, Taoism, and Buddhism. China's
traditional culture fully embodies the unique wisdom, artistic conception and
spirit of the Chinese nation, and confirms the inherent cultivation, conduct and integrity of the Chinese nation.
Chinese traditional culture is extensive and rich in content, such as traditional philosophy
ideology, classical literature, calligraphy and painting art, folk art, gardens, architecture, music
Music, drama, food, tea ceremony, etc. [2]. These are inexhaustible cultural resources for contemporary Chinese designers.
Among modern Chinese designers, some lack knowledge of traditional culture
and are often at a loss when faced with the vast number of design resources, or may become overwhelmed
Li Dai, or play at will. Below, the elements representing Chinese traditional culture are classified according to their material attributes that facilitate perception.
(1) Architecture:
Huabiao, temples, ancient pagodas, monasteries, gardens, private houses (siheyuan, cave dwellings
etc.), the Great Wall, Tiananmen, archways, pavilions, eaves, wood carvings, Brick carving, stone carving
etc. (2) Daily necessities: cooking utensils, tableware, lamps, rain gear, timers, currency, cosmetic utensils, school supplies, clothing supplies, etc. (3) Tools for production: scales, agricultural tools, transportation tools, fishing gear, wooden tools, pottery tools, smelting tools, weaving and embroidery tools, etc.
(4) Entertainment supplies: theater supplies, sporting goods, gaming equipment, calligraphy, seals, traditional Chinese paintings, pet supplies, etc. (5) Folk items: purses, door gods, New Year pictures, paper-cuts, kites, facial makeup, couplets, Chinese knots, Mid-Autumn moon cakes, etc. (6) Religious ritual items: artifacts, statues, sculptures, murals, sacrificial supplies, divination supplies, etc.
(7) Personified nature: Kunlun Mountain, Five Mountains, Yangtze River, Yellow River, Well, Huang
Land, five-needle pine, bamboo, peony, plum blossom, lotus, gourd, longevity peach ,
Dark eyes, black hair, yellow skin, etc. [3]. (8) Others: weapons, instruments of torture
etc.
These visual images of traditional cultural elements are either utensils and supplies created by human beings for
production and life, or they are created out of ignorance and fear
Weird objects, items for fun, or natural scenes to express feelings through borrowed objects... have gradually evolved over the course of history into typical images of Chinese people's spiritual qualities. Using them as the graphic language for our visual communication has a strong national personality. Therefore, only by pursuing the traces of traditional Chinese culture, seeking enlightenment of wisdom and absorbing rich nutrients can we continuously enrich the treasure house of modern Chinese design art.
2. The application of traditional Chinese culture in modern design
The traditional Chinese culture and art that have accumulated for more than five thousand years are like a huge treasure house for modern design The authors provide a wealth of artistic materials.
(1) The application of traditional Chinese painting art in modern design
1. Reproduction of Chinese painting techniques
The lines and ink colors in traditional Chinese painting are as Chinese The language of painting
expresses the unique aesthetic characteristics of our national painting language.
The lines of Chinese painting give full play to the characteristics of Chinese brushes, ink and rice paper
, with rich changes in brush and ink techniques and a unique artistic beauty of the East
. The emblem of the 2008 Beijing Olympic Games is a classic design that perfectly combines traditional painting techniques with modern design ideas. The five Olympic rings in the emblem are the typical colors of blue, black, red, yellow and green
forming a five-pointed star shape, which are linked together in the "coil length" method of Chinese handicrafts
, the handwriting of Chinese paintings is used in the expression elements,
implying the traditional Chinese culture. The "Concentric
Knot" or "Chinese Knot" composed of painting handwriting means all the countries in the world. Unity, cooperation and exchanges between people [4]. The application of Chinese painting elements and their expression techniques in graphic design has enriched the expression forms and language of modern graphic design and opened up creative ideas for graphic design.
2. Reproduction of the artistic conception of Chinese painting
Chinese painting art is more aesthetically focused than creating artistic conception. Generally speaking, artistic conception
comes from the ethereal space in the painting. Invisible places (blank spaces) arise.
The emptiness of the blank space in Chinese painting complements the reality of the brush and ink. The emptiness and reality of the brush and ink complement each other, making the painting reach a perfect state of spirituality
. In modern graphic design, in order to facilitate the dissemination of images and enhance readers' memory, the design is required to be concise, concentrated, summarized and meaningful. The expression of blank and virtual shapes in traditional Chinese art has been reflected in the works of many modern designers. The "avant-garde new image design company" logo designed by Chen Youjian uses the techniques of Chinese painting to allow viewers to spread their imagination: the red circle reminds people of rising
When the sun rises, the "one" in the upper part is the clouds above the sun.
This
wonderful combination of graphics allows the audience to fully appreciate the graphics while concentrating
on one object and at the same time paying attention to the blank space outside.
The information to be disseminated is the highlight of modern graphic creativity.
Art and design are connected, from the ethereal artistic conception of Chinese painting to the negative space and virtual shapes of graphic design to the simplicity of architectural design
Implicit , there is no essential difference [5]. Artists and designers
are good at finding a common focus: applying the aesthetic connotation of traditional Chinese painting
to modern design to enhance the artistic appeal of design
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Powerful, giving it endless charm and distant artistic conception. Just as Wang Guowei said: "It is better to talk about temperament and charm than to talk about realm. There is realm. Temperament and charm are the end. There is realm and the two will follow. That’s it.”
(2) The application of calligraphy and seal cutting art in modern design
1. The application of calligraphy and seal cutting art in modern design
Mr. Zong Baihua said: " Chinese calligraphy is an art that can express
personality and create artistic conception. Unlike the writing of other nations, it stays in the stage of making
symbols, but takes the direction of artistic beauty. It has become a tool to express national beauty, has rich artistic connotation and unique visual beauty, and formed a perfect aesthetic consciousness. "Integrate calligraphy into it." >
Into the design, it enriches the language of visual expression, improves cultural taste, and is more in line with the national aesthetic culture stereotypes formed over thousands of years.
Calligraphy can make simple lines generate complex and rich charm
Beauty. This kind of beauty is the soul of the beautiful art form of calligraphy. The abstract beauty between the calligraphy lines
through the slowness, smoothness and frustration of the pen,
produces a musical rhythm that pervades the words and interprets thousands of changes.
A variety of visual art images. There are many successful works in graphic design that draw lessons from this kind of pen and calligraphy style, which
adds to the poetic artistic conception and high cultural level of the design works. Taste and
national characteristics inject new blood into graphic design. The poster "Mountain", "Cloud" and "Wind" designed by Jin Daiqiang is a successful example of the application and innovation of Chinese calligraphy elements in graphic design. The author uses thick and
light ink handwriting to form the entire picture. He uses a blank
background and carefully arranges the changes in shading of ink with unique ingenuity
>Yun combined his characters with oracle bone inscriptions, Ruyi patterns and calligraphy. The design of this set of posters makes the audience strongly feel the cultural charm of Chinese calligraphy art
[3]. The 2010 Asian Games emblem design uses cursive script to form the word "Guangzhou" in the city. The dots and lines are dynamic and convey a strong modern spirit.
The spirit of the city, the humanistic spirit and the spirit of the Asian Games . The smooth and flying artistic characteristics of cursive script are fully utilized here, making the logo pattern stretch, free, lively and agile, reflecting the rhythm and dynamics of the times. This
logo can be regarded as a successful design using Chinese calligraphy expressions
.
2. The application of seal cutting art in modern design
Seal cutting art is the traditional visual image language of China. Its external
characteristics are perfectly combined with its internal connotation. It shows distinctive national characteristics and represents the essence of Chinese traditional art.
The art form of seal cutting has its own distinctive characteristics, such as: color
color, style, shape, structure, etc. After thousands of years of development
and precipitation, each element has become a source of inspiration
in modern graphic design art creation and plays an important role in modern visual communication design.
For example, the emblem of the 2008 Beijing Olympic Games is one of the more successful examples of the application of seal art in graphic design. The biggest reason why this design is successful is that it embodies Chinese characteristics and embodies modernity in tradition. The "China Seal" represents the strong and profound Chinese character. Meaning
Yun. The characteristics of the seal itself become part of the design. It is a symbol and expression of integrity. Combined with the Olympic spirit, it embodies China's unique culture and appropriately Symbolizing Chinese-style commitment
. The logo accurately and vividly conveys the Olympic message to people through simple and concise graphic language. It is clear and eye-catching and gives people a profound impression of China. Therefore, introducing traditional Chinese culture into our design and integrating it naturally plays an important role in improving the value of modern design.
(3) Application of traditional graphics in modern design
In the long-term development process of civilization, our country’s working people have created
rich and colorful graphics with strong national characteristics. graphics. From the cave rock paintings of the primitive period, traditional graphics have evolved into a diverse yet unified style, with strong oriental ethnic characteristics. Our traditional graphics were formed in
such a cultural background. It is not only a decoration for daily life
, nor is it a simple materialization or objectification.
Behind these simple graphics are the yearning for a better life
and blessings; an invisible view of the universe; a broader and more vivid world
Life insights[6]. For example, auspicious graphics have been very popular in my country since the Ming and Qing Dynasties. "The shape must have meaning, and the meaning must be auspicious." Pepsi means cypress (hundred) and persimmon (things). It is composed of three materials: "ruyi" and "ruyi", which are metaphors for everything to go as you wish.
The "two immortals of harmony" originated from the characters of the Tang Dynasty and are gods symbolizing love in Chinese legends.
Holding a lotus and a treasure box, the shapes of the lotus (harmony) and the box
(合) symbolize family reunion and a happy marriage. This category also includes longevity stars, lotus-year-old fishes, five-child exams, etc., which all
reflect the people's livelihood aspirations under China's farming civilization and are also Chinese traditions
The embodiment of the golden mean in culture. Another example is that the rhythm of the Tai Chi Diagram is a
worldview and material view of the opposition and mutual transformation of yin and yang, which can be summarized as a
cosmic view[7]. It embodies the natural concept of the unity of heaven and man in Taoist philosophy. The Tai Chi diagram's introverted, closed reincarnation, balanced and complete, harmonious and stable characteristics allow it to be extended. Such as swastika pattern, key pattern and many Chinese cultural graphics.
Traditional graphics rely on using certain objects to express certain
spiritual connotations and emotional characteristics. The application of traditional graphics does not adhere to the complete form inheritance, but focuses on innovation. Combining the profound connotation and perfect form of traditional
graphics with modern design concepts
to achieve "the past serves the present", and then fully demonstrate the unique Chinese culture
. For example, the logo of China Unicom adopts the shape of "pan long", one of the eight auspicious treasures in Buddhism. "Knot", a looping line, symbolizes the orderliness and smoothness of China Unicom as a modern telecommunications enterprise, as well as the endless and long-lasting business of China Unicom.
The "heart" connected up and down vividly demonstrates China Unicom's communication and heart-to-heart services
The purpose is to always consider users and provide heart-to-heart services with users.
Concept. The Chinese red in the LOGO is a color that contains the Chinese people’s complex for thousands of years and represents enthusiasm, unrestrainedness and vitality.
The color red, which symbolizes happiness and good luck, increases the affinity of the corporate image and gives people a strong visual impact, which is in line with China Unicom's corporate image of "innovation, vitality and fashion". p>
The industry positioning is consistent. Black in ink is the most inclusive and cohesive color, and is a symbol of nobility and stability. The combination of red and black has a visual aesthetic of stability, harmony and tension. The double "i" in Chinese red in the black ink font is the finishing touch, which looks like two people communicating at any time and anywhere, embodying the brand spirit of "let everything be freely connected" , and the auspicious spike shape is cleverly formed in the vertical combination, which strengthens China Unicom's auspicious image in the minds of customers. The perfect use of this auspicious meaning
makes the design not only increase the affinity of the enterprise, but also add
a rich cultural atmosphere.
The pursuit of harmony, moderation, simplicity and euphemism in traditional Chinese graphics
is in line with the traditional Chinese view of humanities, nature and philosophy,
embodiing the Chinese nation Unique ideological connotation and cultural interest. Towards an artistic life and to pay attention to the realm of restraint, tranquility, plainness and innocence is one of the important reasons why traditional graphics are being paid attention to. The humanistic interest and spiritual care contained in traditional graphics make the implication of modern design not only focus on physical design, but also point to the relationship between people.
Promote the theme of caring.
3. Thoughts on the modern redesign of traditional cultural and artistic elements
The modern redesign of traditional cultural and artistic elements should be a kind of
Modern transformation should never be a rigid copying, simple appropriation or arbitrary combination. On the one hand, we must improve our own
understanding of traditional culture, and on the other hand, we must combine modern design
language and modern design concepts, take their form from traditional elements and then
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Reuse modern composition methods such as fragmentation, cutting, dislocation, mutation and other methods
to reorganize these extracted styling elements into new designs,
The works designed in this way can not only retain the charm of traditional art but also have distinctive characteristics of the times.
The pace of life of modern people is accelerating, so the design must be in line with the contemporary
simple life principles and the fashion trends of the times, tending towards simple personality
. We can simplify and innovate some complex and delicate traditional Chinese art according to
needs while retaining the charm of graphics, and integrate it into modern design. The logo design of the People's Bank of China is a successful example.
The designer used cloth coins, one of the currencies of the Spring and Autumn Period and the Warring States Period, and the Chinese character "人" as styling elements. The basic shape of the logo is a centripetal stable triangle. The centripetal combination of three cloth coins forms the basic shape and center
The negative shapes are all the characters for "人", and the numerous "people" have the meaning of "people"
The shape combines movement and stillness, The square is round, concise and generous.
The redesign of traditional cultural and artistic elements must be innovative and modern.
It must also integrate traditional artistic elements on the basis of understanding traditional culture.
The charm of elements is extracted and re-combined with modern forms to demonstrate the innovative vitality of a nation with a new
visual image[8]. >The traditional pattern of Tai Chi diagram is embodied in the S-shaped bone structure
It embodies the image of unity of opposites, eternal movement, repetition and endless life
According to The Phoenix TV Chinese Channel logo designed with this image has profound cultural heritage and embodies the characteristics of modern media. It uses the auspicious and healthy meaning of phoenix and phoenix to foreshadow Eastern and Western culture. , the historical integration and reorganization of traditional and modern culture. The graphics are concise and dynamic.
Fengwei and Huangwei highlight the characteristics of openness, showing that Phoenix TV "opens
new horizons, spreads new feelings, records new life, and creates new culture"
Concept.
IV. Conclusion
In modern design works, there is often a kind of strangeness in the closeness to traditional culture
The closeness is due to tradition. Culture
is caused by the accumulation of history, while strangeness is caused by the lack of the imprint of the times
. Therefore, the use of traditional Chinese cultural and artistic elements
must grasp the relationship between inheritance and innovation, and combine the modern aesthetic
interests and social and cultural conditions to carry out the traditional cultural and artistic elements.
Digestion, absorption and in-depth redesign make it lose neither the national tradition nor the contemporary sense of modern design. The design subject can only
understand the traditional artistic spirit and fully understand the various design trends from the modern West
and be eclectic, integrated, and seek
Finding the convergence of tradition and modernity can create a modern design that is national, in line with
the new era, and at the same time recognized by the international community.
The elements of traditional Chinese culture and art are diverse in form and rich in connotation, and have been passed down for a long time. The use of traditional elements as graphic design symbols in modern design shows that China's modern design is developing in the direction of nationalization. This is not a superficial copying and imitation, nor does it
stay at the simple appropriation and accumulation of "forms", but must have its conceptual significance
, cultural connotation should be understood and grasped, and at the same time
absorb modern design concepts, adapt to modern aesthetic habits, expand design thinking space
and understand traditional culture in terms of modeling, expression techniques, spiritual connotation, etc.
Transform, refine, apply and innovate traditional cultural and artistic elements to form
unique and national design art, combining inheritance and innovation
Together.
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[3] Hang Jian, He Jie, Jin Diqiang. Three Friends of Suihan[M]. Jinan: Shandong Pictorial Publishing House,
2005.
[4] Zhao Juyu, Zhao Qiang. Chinese traditional cultural elements and modernity Graphic Design[J]. Art Exploration
Exploration, 2006, 20(4): 84-85.
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Design[J]. Journal of Xianning University, 2005, 25(2): 137-138.
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Jiaotong University Press, 2001: 4.
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Xue, 2007.