视觉传达设计的历史与美学The history and aesthetics of visual communication design.docx

视觉传达设计的历史与美学The history and aesthetics of visual communication design.docx

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视觉传达设计的历史与美学Thehistoryandaestheticsofvisualcommunicationdesign

视觉传达设计的历史与美学（Thehistoryandaestheticsofvisualcommunicationdesign）

1Introduction

Intoday'ssocialandeconomiccompetition,theadvantagesofVIinenterprisecompetitionhavebeenclearlydemonstrated.Itcanbesaidthatthequalityofanenterprise'sVIdesigndeterminesitssuperiorityinthemarketcompetition.InthecurrentVIdesign,a"Chinesetraditional"strength,particularlynoticeable.

2auspicioussymbols

Theworldischangingonanewday,andwhenyoutrytofindsomethingthatisfamiliartoyou,itwillslipawayinsilence.So,someonewondersthattheworldischangingfast!

TimeislikealineThemightyriverflowseastward.surgingnot,"witheringflowers",thisistheinevitablelawofhistory.However,theworldalsohastheseasurgesmillennium,illuminatetheancientmoon,fourseasonsHuamaoevergreen,permanentflowingfountain,thisisauspicioussymbol.Itrecordsthepatterns,patterns,ortextsthatexpresshappinessandhappiness.

2.1theoriginofChinesegraphicarts

Chinesetraditionalgraphicarthasalonghistoryandhasbeendevelopedforthousandsofyears.Earlyinthetextbeforethebirthofourancestorsbegantousegraphicstoconveythoughtsandcommunicatefeelings,paintedpotteryandcarvingintheNeolithicperiodonthecliffstoneetc.thisnotonlyrecordedsomeunderstandingandexpectationsoftheancestorsofnature,butalsobecometheearliestgraphicart.TheChinesehavebeenadvocatingnaturesinceancienttimes.Theybelievethattheuniverseisinfinite,buttheydonotstandontheoppositesideofthenature.Instead,theyjoinnatureandmergewithnature.Thatis,theso-called"harmonybetweenmanandnature"".NocountryintheworldcanputsomuchemphasisonthestatusofnatureasChinadoes.ThisisbecauseatthattimethenorthernpartofChina（thebirthplaceofChinesecivilization）wasrichandwide,anditwasfullofrunningrhinosandelephants.Peoplelivinginthemountains,fields,contactwiththeuniverseandthenatureoflifeislivelyandstrangebirds,feelthegasandmagic,theyuserichsuggestivepowerandsymbolicforceactualinsteadofdescribingimage,theinvisiblerealmandlikeadreamwithoutatracebuteverywhereinthevoidintegrated,detachedandvigorous.Chinesegraphicartisnotonlytheoriginofearly,butcontinuetodevelop,althoughfastandslow,buthasneverbeeninterrupted,suchastheShangDynastybronzeonthegluttonousgraphics;thespringandAutumnperiodkedouWen,plumfragrance;HanFeng,lacquerontheTangDynastyridgepatternsandinscriptionsformthatappearslater.Chinesetraditionalgraphicsresourcesisextremelyrich,theyareintheirowndevelopmentandevolution,bothOneprinciplerunsthroughitall.context,andcolorfulappearance,theyareadiverseandunifiedstyle,showingthenationaltraditionandnationalspirit,profoundanduniquecharm.Thesefigureswiththehistoricaldevelopmenttime,andcontinuousprecipitation,extensionandevolution,thusformingChineseuniquetraditionalartsystem,thissystemembodiestheessenceofthewisdomoftheChinesenationforthousandsofyears,butalsoreflectstheartisticspiritcharacteristicoftheChinesenation.

2.2theoriginandsymbolicmeaningofTotem

Thatisthetotembanner,strictnationalsymbol,whentheoriginalpeoplesettledowninoneplace,thekindoflifeandtheircloserelationshipwithsomething,orbecauseofthebeneficialorharmful,because,fortheworship,thisistheoriginaltotem.Atthistime,naturaltotemworshipisasignthatdistinguishesdifferenthumangroups.Intheprocessoflivingwiththem,primitivepeopleregardthemasprotectivegods.Attheendoftheprimitivesocietyandslavesocietytribalchiefs,noble,loftystatusinthepublicuseoftotemGod,regardedhimselfastheancestorgodintheworld,thentheancestorsymbol,thatalotofpeopleandanimalsandplantsinoneartisticimage.

Totemisakindofanimal,plant,inanimateornaturalphenomenon,eventheimagecreatedbyman.Theprimitivepeopleinitiallyregardedtotemasancestorworship.Later,thetotemwasconsideredasaguardiandeity.Therefore,totemistheancestoroftheclan,butalsotheprotectionofgod.Thentherearetheirowntotemholyland,totemceremony,totem,totemcolor,totemmusic,symbols,graphicsandsoon.

Thisiscloselyrelatedtothecontentofmoderncorporateidentitysystem,thespiritofenterprise,behavioralnorms,corporatelogo,mascot,standardcolor,symbolicgraphicsandsoon!

Asforclanmembers,totemshavegreatcohesion,whichdistinguisheachotherfromtheclans,andmaintainsocialorganizations.Itistheearliestsymbolofsocialorganization.Thisisconsistentwiththepursuitofbrandpersonalityandcohesionamongemployeeswithintheenterpriseandthepursuitofbrandpersonality.

2.3,theChinesenation'sworshipofTotems

AllethnicgroupsinChinahavetheirowntotem.Atthesametime,theChinesenationhasacommontotemGoddragon.TheChineseregarditasadeity.ItisnotonlyasymbolandsymboloftheChinesenation,butalsoasymboloftheemperorandtheimperialpower.Dragoncanbesaidtobethebiggestmascot.TheChinesehavededicatedtheirworshiptodragonsforgenerations.First,emperorsusedthedragontoestablishtheirauthority;two,thedragonworshipcontainednaturalworship.Chinahasbeenfarmingforthousandsofyears,andrainisthelifebloodofagriculturalproduction.Ingoodweather,peoplewillberegardedasabumpergrainharvest,dragonprotectiongodofthewholenation.MrWenYiduosaid:

"thedragonculturemadethecoreofChina'scultureforthousandsofyears."Thelegendarydragonhaveninesons,eachhavedifferentimagesindifferentplaces,andblessChineselife.

Asthedescendantsofthedragon,thedescendantsofthedragon,thedragonisubiquitous,offeringlongday,theriseofthedragon,dragondance,dragonboatrace.Thedragonnamednamesandwaternamestoomanytocount.Dragonpatternhasauspiciousmeaning,suchas"dragonandphoenix","vigorousspiritoftheaged","groups"and"outstandingfigures"and"Liyudiaolongmen"etc..Therearealsosimplifiedpatternsfromthedragonshape,butalsocontainsthemeaningofinfinitehappiness.

3,theapplicationoftotempatternintheshapingofmodernenterpriseimage

Thedragon'sconsciousness,thesymbolofthedragon,continuestotheshapingoftoday'smoderncorporateimageandiswidelyusedincommercialactivities.Fromthetotemofthewholenation,itbecomesthedesignatedsymbolofacertainenterprisebrandinmodernsociety,andisalsousedbytheenterpriseforitsuniquemodelingandprocessingmethods.Thedragonnamedenterprisename,brandnameeverywhere:

Kelon,Longfeng,GlutinousRiceBallsarowana,e-longnetworketc..Symbolsandmascotswithdragonasthesymbolareeverywhere.Concretedragon,abstractdragon,mightydragon,lovelydragon,personificationdragonandpatterneddragonareeverywhereinChineseenterprises.

Thisshowsthatthemoderncorporateimageisalsolookingforauspiciousexpression.

JinDaiqiangDesignCo.,Ltd.standarddesignisacombinationofChinesetraditionalauspiciouscultureandmodernaestheticconcept.Standardcleverborrow"FangSheng"designasthebasicframework."Wins"isChineseuniqueauspiciousculturegraphic,itexpressestheconcentricdouble,goodwishestoeachother,oftencombinedwithPanchangpatternstoconveythephilosophyofhistory,lifeandgrowthinnature,complementeachother,thisisapositive,placedonthepursuitofhappinessemotion,soitiswidelyusedinfolk.Mr.JinDaiqiangcomes,makethedesignmoreemotionalcolorsontheexpressioncontainsmorephilosophical.

JinDaiqiangdesigncompanylogodesign,guidetograsptheconceptof"people-oriented",giventhepositivesignificanceofthecompany;thecompanyanditscustomers,thecompanyandtheemployee,thecommunicationofinternalandexternalcooperation,mutualtrust,mutualsinceretwo-wayrelationship;andincludingChineseandforeigncountries,andthefusionofEasternandWesterncultureinthedesigntheexchange.Thisistheexpressionofthestrategicthinkingadvocatedbythecompany.

Theuseofestablishedpatterns,inthemindsoftheChinesepeoplehasformedaconsensusofauspiciouspatternsappliedtotheinherentcontentofthecompany,tocreateanupdated,deeperlevelofthespiritoftheidea.Thisisagoodmove,makethedesignmoreculturalandsocial.Ofcourse,theimageofJinDaiqiangDesignCo.,Ltd.isderivedfromthetraditional"FangSheng"design,butitisnotasgoodastheactualcopy,butaftertheimageofrecreation,sothattheSecretarystandardmoreadaptedtothefutureuse.Thisisasuccessfulinspirationforus.

UseoftraditionalauspiciouspatternslikeJinDaiqiangandChenYoujianasoursubjectdesigncompanybodyimage"Sixidollpattern,theancientgraphicinjectnewideas.

TheBeijing2008Olympicbidlogo,whichhasattractedworldwideattention,isaclassicinmodernlogodesign.TheoverallstructureistakenfromthetraditionalauspiciouspatternsofPanchang,butitisnotvaluabletothistraditionalstyledirectlyborrowed,butuseauniqueChineseincalligraphy"pentorealize"impressionistictransfer"Chinesejustperfect"and"athletes"twoforcewiththeimage,andinordertoexpressandconveythethemesignofpeople'swishes.

4,China'sauspiciousculture

Mostofthesewonderfulinsignia,andwehadtogaspinadmirationasthepredecessor'swisdom.Theanimalsandplants,whicharecommoninnatureandcloselyrelatedtotheirlives,arebeautified,deifiedandintegratedintothei