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Traditional Chinese design elements is a unique landscape of oriental culture and valuable wealth, it is a wide range of subjects, rich in connotation, diverse forms, and has been passed down for a long time, it is difficult to replace other forms of art, and in the forest of the world's art, its unique charm of the oriental culture is glittering. How to recognize the relationship between traditional plastic arts and modern design, so that its application in modern design is more extensive and in-depth, after the trend of "international design styles", to create a diversified design trend, is a new generation of designers face the problem. This kind of play is based on the understanding of the traditional artistic expression, the traditional elements are transformed and refined and used to make them more rich in the characteristics of the times. The application of traditional elements, such as the dragon and phoenix pattern, Wanshou figure, Fuyi and so on, this aspect of graphic design has made a lot of attempts.

I, the concept of traditional cultural elements and their use in modern poster design

The so-called "traditional culture" refers to the Chinese nation ****, Confucianism as the baseline, including a variety of other different ideological and cultural content of the organic composition of the system. Chinese traditional culture is for the heritage of Chinese culture, which emphasizes the origin of Chinese culture and the objective existence of the cultural heritage passed down. The representative things from traditional culture can be called traditional cultural elements. What are the elements of traditional Chinese culture? Chinese civilization up and down five thousand years, the formation of a long history of cultural knowledge, traditional cultural elements naturally include a wide range of elements, the following list a small part of the elements: Chinese calligraphy, seal carving seals, Chinese knots, Qin bricks and Han tiles, Peking Opera face, shadow, Chinese lacquerware, bamboo slips of the Han Dynasty, oracle bone inscriptions, the four treasures of the literary house (ink stone, brushes, rice paper, ink) vertical thread-binding books, paper-cutting, kites, Ruyi, auspicious cloud patterns, Chinese embroidery (embroidery, etc.), phoenix-eye embroidery, and so on, and so forth. (embroidery, etc.), phoenix eyes, colored pottery, zisha pots, Chinese porcelain, Chinese paintings, Dunhuang frescoes, stone lions, Tang costumes, chopsticks, Chinese characters, gold dollar bills, ruyi, bagua, etc.

Design is purposeful planning, poster design is one of the forms that these plans will take, in poster design you need to use visual elements to communicate your vision and plan, using text and graphics to convey information to the audience, so that people through these visual elements to understand your vision and plan, this is the definition of our design. Design to move people, enough detail itself can move people, graphic creativity itself can move people, color taste can move people, material texture can move people ...... put the design of the multiple elements of organic artistic combination. The basic elements in design are equivalent to the building blocks of your work, and each element should have the purpose of conveying and reinforcing the message. Traditional cultural elements encompass such a wide range, it is the designers to absorb the nutrients of the fertile ground, the poster design has a profound enlightenment and reference role. And in our country has such a deep cultural background, designers from the design source is inexhaustible.

Traditional elements in advertising design

The use of traditional Chinese graphic arts and plastic arts in design. The simplicity and innocence in woodcut New Year's paintings, the simplicity and abstraction of shadow and paper-cutting, and the exaggeration and deformation of Peking Opera faces, each of which can be our design elements, adding an accumulation of connotations to the design works. The gradually broken Peking Opera faces are used in "National Artists - Heartbreak", symbolizing the blood-dripping brokenness of the national art form that is beating and hitting people's hearts, and telling the seriousness of the urgent need to protect and pass on the art form. The Chinese red color on the "New Year's Red Packet" and the rattle shaken in the hands of a child from the past convey a strong Chinese sentiment and an unraveling of the Chinese knot.

Using traditional words as the entry point of advertisement. The organization and use of lines in traditional Chinese art works have reached the artistic height of pure fire, and the pursuit of the texture of lines and the breakthrough of line image, innovative use in the field of design, can often achieve better results. The two works "Design and Art/Idea/Difference" and "Family Dreams Come True" clearly express a deep understanding of Chinese culture and art, and the designer, through an accurate grasp of the essence of Chinese art such as ink and calligraphy, has formed his own kind of expression style with a strong oriental culture, and perfectly blended the traditional national culture and art into the modern design concepts.

1. 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 that have evolved over a long period of time on the basis of hieroglyphics. The six means of composition, such as pictograms and ideograms, are used to convey specific ideograms. With the expressive qualities of "graphical" and "symbolic", it can be said to be the most primitive form of signs. At the same time, the different representations of the oracle bone script, seal script, official script, regular script and other calligraphic styles also provide a wealth of visual elements for modern design.

With the development of the times, the Chinese characters, which have never been detached from the "images" and "shapes" of all things in the world and have been highly simplified and generalized, are undoubtedly a design element with great vitality and infectiousness, which can be used in modern design. It is undoubtedly a kind of design element with great vitality and infectious power. Applying it in modern logo design will open up a creative space full of vitality and vigor for modern design. There are actually many successful examples around us. For example, the logo of "Bank of China" incorporates a "Chinese" character in ancient copper coins, which resembles two locked doors, symbolizing security and integrity; and then the logo of "Flag King Tea", which combines several pieces of tea leaves with a The logo of "Flag King Tea" juxtaposes several pieces of tea leaves into the word "king", which resembles a big flag fluttering in the wind, and is extremely kingly. Such a clever and perfect combination is not only simple and vivid, but also has national characteristics, which is unforgettable. In the logo design of the 2008 Olympic Games, the skillful 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's traditional graphic art has a long history and has been developed for thousands of years. As early as before the birth of the written word, the ancestors began to use graphics to convey ideas and communicate feelings, the Neolithic era of colored pottery pattern and painted on the cliff rock carvings, etc. Some of these not only recorded the ancestors of the understanding of nature and expectations, but also became the earliest graphic art. Chinese graphic art not only has an early origin, but also has been continuously developed, though sometimes fast and sometimes slow, but never interrupted, such as the Taotie figure on the Shang Dynasty bronzes, the tadpole and plum blossom seal scripts during the Spring and Autumn and Warring States Periods, the phoenix shape on the lacquerware in the Han Dynasty, the Baoxiang floral pattern in the Tang Dynasty, as well as the later appearance of the Jinwen form, etc. The Chinese traditional graphic art is extremely rich in resources. The resources of traditional Chinese graphics are extremely rich, and in their own development and evolution, they have both consistent veins and colorful styles, and with their varied but unified styles, they show a unique, deep and charming national tradition and national spirit. With the passage of time and the development of history, these graphics have been constantly precipitated, extended and changed, thus forming a unique Chinese traditional art system, which has condensed the wisdom of the Chinese nation for thousands of years, and at the same time embodies the unique artistic spirit of the Chinese nation.

From the Neolithic era Xi'an half-slope of the "human face color pottery fish basin" to the Han Dynasty vivid portrait stone "Jing Ke stabbed the Qin King", from the bronze Taotie pattern to the simple shape of the Qin and Han Dynasty Wadang, these graphics, with different forms, the ancient interest of the simple. They are the image interpretation of the social life of the Chinese nation in different periods, and also reflect the aesthetic interests of the people in different periods. Many works that are recognized by the world and have distinctive national characteristics and cultural connotations are inspired by traditional graphics.

The combination of traditional graphic art into the design of modern logos is the key to designing modern logos that are assertive, contemporary and international. However, such a combination does not mean pure copying or simple appropriation of traditional graphics, but to recognize and understand traditional graphics, and on this basis, gradually digging, changing and transforming traditional graphics, letting traditional graphics become a new creative point and revelation point of design, so as to design a modern Chinese logo with vitality. The logo of Hong Kong's Phoenix Satellite Television has successfully borrowed the traditional Chinese phoenix pattern and adopted the unique Chinese structure of "happy meeting", with one phoenix and one phoenix soaring on the wings, resounding and chirping, which expresses the characteristics of the media as well as the brand's spirit of being a king with high aspirations and leading its peers, and represents the complementarity of the two different cultures of China and the U.S. by the image of two soaring phoenixes hovering around. The image of two soaring phoenixes represents the complementarity and fusion of two different cultures in China and the U.S., reflecting the cultural concepts of blending East and West, North and South, with the obvious imprint of Chinese civilization.

Three, the use of traditional cultural elements in jewelry design

Looking at the history of the development of Chinese jewelry culture, as early as in the middle of the Paleolithic period, our ancestors used animal teeth, shells, bone tubes, ostrich eggshells, stone beads, etc. to create stringed ornaments, and up to 10,000 years ago, alternating between the Old and New Stone Age, and further selection of quartz, jasper, onyx, obsidian, and other semi-transparent and colorful materials to create a variety of Decorations, to the Xia, Shang and Zhou periods, Chinese men and women's jewelry category has been very rich, headdress with mat, comb, crown; earrings; necklace necklace; hand jewelry with bracelets, won and so on. The body also wore a combination of pendants, consisting of hones, juan, jui, etc. Even the material of the jewelry was made of bamboo. Even the materials of jewelry are bamboo, stone, bone, clam, shell, tooth, jade, gold and so on. In the Hongshan, Liangzhu, Longshan and Daxi cultures, the earrings, necklaces, arm ornaments and chest ornaments all reflect the strong elegance and cultural charm of the times. Design is a reflection of consciousness in the material field, is objective, is the carrier of history, culture and art. As a modern jewelry designers must first be based on the fertile ground of Chinese culture, only the integration of traditional Chinese and Western cultural elements in one of the jewelry can be accepted by consumers, in order to have a market. Modern jewelry design reflects a humanistic culture, personalized design, must not only pay attention to national characteristics, but also follow the fashion trend, the traditional craft, modern thinking, personal talent, natural materials, modern technology, new science, new materials fully integrated into the work, the same in order to express the cultural theme, people can be from the ancient and modern symbols to find a unique personality, from which the interpretation of the creation! In the same way, in order to express cultural themes, one can find unique personalities from both ancient and modern symbols and create interpretations from them, clearly conveying messages from the past to the present. For example, the dragon symbolizes power, the phoenix symbolizes joy, the bamboo symbolizes integrity, the lotus symbolizes self-love, and the dove symbolizes peace. Combining these Eastern and Western, ancient and modern elements, one can use one's imagination and a keen sense of the times to reinterpret them and create fashion jewelry with a new look. This deep cultural heritage reveals one's emotional memories and cherished values, and conveys a sense of timelessness. If it is only a reproduction of the image based on the original dragon, phoenix, bamboo, lotus, dove, etc., it will lose any meaning of the design.

Any national culture is an inseparable part of the world culture, although each country is located in the geographic environment, climate, cultural traditions, customs, socio-economic are not the same, thus the emergence of different countries of the national style, and it is precisely because of these differences constitute the splendor of the world's family, is the distinction between the logo, but also a profound cultural imprint.