Are the classical elements in China the same as the traditional cultural elements in China?

China traditional design elements are the unique landscape and precious wealth of oriental culture. It has a wide range of themes, rich connotations, diverse forms and a long history, which is irreplaceable by other art forms. In the world of art, it shines with the unique charm of oriental culture. How to understand the relationship between traditional plastic arts and modern design, make it more widely and deeply applied in modern design, and create diversified design trends under the trend of "international design style" is a topic faced by a new generation of designers. This exhibition is based on the understanding of traditional art forms, transforming, refining and applying traditional elements to make them more characteristic of the times. The application of traditional elements, such as dragon and phoenix patterns, longevity pictures, blessings and so on, has made many attempts in graphic design.

First, the concept of traditional cultural elements and its application in modern poster design

The so-called "traditional culture" refers to the organic composition system of the Chinese nation based on Confucian ideology and culture and containing various other ideological and cultural contents. China traditional culture aims at the inheritance of China culture, emphasizing the origin of China culture and the objective cultural heritage passed down. Absorbing representative things from traditional culture can be called traditional cultural elements. What can represent the traditional cultural elements of China? Chinese civilization has developed a long history of cultural knowledge of 5,000 years, and the traditional cultural elements naturally cover a wide range. The following are several elements: China's calligraphy, seal cutting, Chinese knots, Qin bricks and tiles, Peking Opera masks, shadow play, China lacquerware, Han bamboo slips, Oracle Bone Inscriptions, Four Treasures of the Study (inkstone, pen, rice paper and ink) vertical binding books, paper-cutting and kites.

Design is purposeful planning, and poster design is one of the forms that these plans will take. In poster design, you need to use visual elements to spread your ideas and plans, and use words and graphics to convey information to the audience, so that people can understand your ideas and plans through these visual elements. This is the definition of our design. Design should be touching, enough details can impress people, graphic creativity can impress people, color taste can impress people, material texture can impress people ... an organic art combination of various design elements. In design, the basic elements are equivalent to the components of your work, and each element should have the purpose of transmitting and strengthening information transmission. Traditional cultural elements cover such a wide range, which is fertile ground for designers to absorb nutrition and has profound enlightenment and reference significance for poster design. In China, with such a profound cultural heritage, designers can get inexhaustible sources of design.

Second, the use of traditional elements in advertising design

The application of China traditional graphic art and plastic art in design. Simplicity and naivety in woodcut New Year pictures, simplicity and abstraction of shadow play and paper-cutting, exaggeration and deformation of Peking Opera facial makeup can all become our design elements, adding an accumulation to the connotation of design works. Broken Peking Opera masks are used in heartbreaking places, symbolizing that the broken national quintessence is beating like blood, hitting people's hearts and telling the seriousness that needs to be guarded and passed down. Look at the touch of China red in Chinese New Year's red envelopes and the rattles played by children in the past, which convey a deep feeling of China and an inseparable Chinese knot.

Use traditional Chinese characters as the starting point of advertising. In China's traditional works of art, the organization and application of lines have reached a high artistic level. The pursuit of line texture and the breakthrough of line image, as well as the innovative application in the design field, can often achieve good results. Two works, Design and Art/Meaning/Difference and Dream of Home and Country, clearly express their profound understanding of China culture and art. Designers have formed their own expressive style with rich oriental culture by accurately grasping the essence of China art such as ink calligraphy, and have perfectly integrated national traditional culture and art into modern design concepts.

1, the application of Chinese characters in modern design;

The ancient Chinese characters have spanned thousands of years and are still full of vitality and unique artistic charm. Chinese characters are square characters based on hieroglyphics and evolved over a long period of time. Through pictographic, knowing and other six means to convey a specific meaning. Coupled with the performance characteristics of "graphics" and "symbols", it can be said that it is the most primitive form of signs. At the same time, the different expressions of Oracle Bone Inscriptions, Zhuan, Li and Kai also provide rich visual elements for modern design.

With the development of the times, Chinese characters, which have never been separated from the "image" and "shape" of everything in the world, are undoubtedly a design element with profound vitality and appeal. Applying them to modern logo design will open up a creative space full of vigor and vitality for modern design. In fact, there are many successful examples around us. For example, the symbol of "Bank of China" is a word "Zhong" in ancient copper coins, just like two locked doors, which well symbolizes safety and integrity; Another example is the sign of "tea", which juxtaposes several pieces of tea into the word "king", like a flag flying in the wind, very regal. This ingenious and perfect combination is not only concise and vivid, but also has national characteristics, which makes people unforgettable. In the logo design of the 2008 Olympic Games, the ingenious application of Chinese characters once again showed the world the modern flavor of China's ancient culture.

2. Traditional graphics and modern logo design

China traditional graphic art has a long history and has developed for thousands of years. Long before the birth of writing, our ancestors began to use graphics to convey ideas and exchange feelings. Painted pottery patterns and rock paintings carved on cliffs in the Neolithic Age not only recorded the ancestors' understanding and expectation of nature, but also became the earliest graphic art of mankind. China's graphic art not only originated early, but also developed continuously. Although it is fast and slow, it never stops, such as the gluttonous graphics on bronzes in Shang Dynasty; Tadpole script and plum blossom seal script in the Spring and Autumn Period and Warring States Period; Phoenix lacquerware in Han dynasty, precious flower patterns in Tang dynasty, and later bronze inscriptions. China is rich in traditional graphic resources. In their respective development and evolution, they have the same strain and colorful characteristics. They show unique, profound and fascinating national traditions and spirits with diverse and unified styles. With the passage of time and the development of history, these figures have been continuously precipitated, extended and evolved, forming a unique traditional art system in China, which embodies the wisdom essence of the Chinese nation for thousands of years and embodies the unique artistic spirit of the Chinese nation.

From the fish-painted pottery basin on Anbanpo in Neolithic Age to the lifelike stone carving "Jing Ke Stabbed the King of Qin" in Han Dynasty, from the gluttonous patterns on bronzes to the quaint tiles in Qin and Han Dynasties, these figures have different shapes and are plain and simple. It is an image interpretation of the social life of the Chinese nation in different periods, and it also faithfully reflects the aesthetic purport of people in different periods. Many works recognized by the world with distinctive national characteristics and cultural connotations are inspired by traditional graphics.

Combining traditional graphic art with modern logo design is the key to design a modern logo with advocacy, modernity and internationality. However, this combination does not mean simply copying or misappropriating traditional graphics, but knowing and understanding traditional graphics, and on this basis, gradually excavating, changing and transforming traditional graphics, making traditional graphics become new design creativity and inspiration points, so as to design a vibrant modern symbol of China. The logo of Hong Kong Phoenix Satellite TV successfully draws lessons from the traditional phoenix pattern in China, and adopts the unique structure of "Meet and hate each other late" in China. One phoenix and one phoenix fly high and resound through the sky, expressing the characteristics of the media and the spirit of the king who leads his peers with lofty brand concept to the fullest. The two flying phoenix images represent the complementarity and blending of two different cultures in China and the United States, which embodies the cultural concept of integrating East and West and gathering North and South, and has obvious Chinese civilization.