National Style Elements in Graphic Design

On National Style Elements in Graphic Design

The national style in graphic design can be divided into three elements: content, form and thought. Below, I searched and sorted out the elements of national style in graphic design for you. Welcome to read, I hope it will help you! For more information, please continue to pay attention to our fresh graduates training network!

With the improvement of living standards, people's aesthetic requirements for daily life are getting higher and higher, and graphic design has penetrated into all places that human vision can reach. In addition to giving people a sense of beauty and attracting attention quickly, graphic design also requires using visual elements to guide people's thinking and promote the formation of new ideas. Design is an innovative process, and any visual elements should be among the designers' choices. The national style inherits the collective memory of China people. For China people, it can evoke intimate and familiar memories. For foreigners, the form of foreign civilization gives them freshness and different experiences. Therefore, national style elements have a broad application space in graphic design. Enriching national elements into graphic design can make the works receive unexpected good results.

First, the types of national style elements

The elements of national style contain a lot of information. China has a history of thousands of years and is rich in national style elements. There are 56 ethnic groups in China, each with its own characteristics and strong cultural diversity. The style of the Chinese nation is not only the mainstream Confucian cultural style, but also the element of brotherly nation. Therefore, the elements of national style are the inexhaustible source of design. China's national style is unique in the application of graphic design. According to the division of content, form and thought, the characteristics of national style elements of graphic design are as follows:

(A) the content characteristics of national style elements

National wind elements mainly include China, representative figures, things, events, astronomy and geography. There are many historical celebrities in China, with representatives from all walks of life. For example, the images of Li Shizhen and Hua Tuo can be used to reflect the characteristics of Chinese medicine. To embody the navigation industry, we can use the image of Zheng He.

More China-specific "things" and other elements, such as tea, pandas, Chinese characters and so on. There are also many historical events in China, such as "Qin Shihuang unified China", previous peasant uprising, "Silk Road" and so on. There are many scenic spots in China, such as the Yangtze River and Yellow River, Danxia landform and the architecture of the Forbidden City, which are unique to China and very distinctive. It is difficult for a single person or thing to fully reflect the characteristics of Chinese style, and various elements can be mixed. Such as "Li Bing and his son and Dujiangyan", "Song Wu and the Tiger" and so on. Generally speaking, due to the differences in skin color and clothing, as well as the uniqueness of things, it is relatively easy to reflect the national style of China in content. What designers need is to find representative people and things.

(B) the formal characteristics of national style elements

China people's different ways of thinking lead to the unique form of China's visual art. Such as the black and white of Chinese painting, the collection of dense points, light lines and heavy freehand brushwork. In New Year pictures, ethnic elements show a lively and auspicious atmosphere with big red, "homophonic characters" and detailed lines. The elements of China's national style are vivid in form, highly generalized, fluid and combined with reality. Such as huge blank spaces, black ribbons, freehand brushwork landscapes, etc. , are unique elements of China's national style.

(C) the ideological characteristics of national style elements

The ideological civilization of Chinese civilization mainly concentrates on Confucianism, Buddhism and Taoism. For example, Confucianism embodies morality above personal desires, Buddhism pursues patience and a calm heart, while Taoism shows an unrestrained outlook on life. Confucianism, Buddhism and Taoism gradually merged in the late feudal period of China. The general ideological feature is "people's sense of responsibility to society", people are limited by moral relations, ghosts and gods exist, and fame and fortune are powerless. These ideas can be used as the guiding ideology of graphic design content. For example, the image of filial piety is used to reflect the idea of respecting the old and loving the young, and the image of enterprising is used to express the idea of "good health and constant self-improvement of gentlemen".

Second, the application of ethnic elements in graphic design

Modern graphic design emphasizes publicity, humanization and comfort. The widespread popularity of multimedia technology makes graphic design simple, but the phenomenon of "plagiarism" and "plagiarism" is also very common. There are many disadvantages in graphic design, such as sameness, emphasizing visual impact and ignoring aesthetics, expressing more words, less original images and single publicity audience. Although ethnic elements are applied in graphic design, they are not innovative enough. To increase the application effect of ethnic elements in graphic design, we can start with the following points.

(A) to increase the exploration of national elements

At present, when it comes to ethnic elements, most of them stay in simple elements such as Chinese characters, cheongsam and paper-cutting. Because these elements have been used in graphic design for a long time, their attraction to people has gradually lost. It is necessary to strengthen the exploration of national characteristic elements and create new focus. There are three forms to explore national elements. The first is the discovery of ancient cultural symbols that are still not popular at present. For example, in ancient times, freehand brushwork was used to express all kinds of people and things. Secondly, it concentrates and refines the existing national symbols. For example, the refining of traditional Chinese painting can be splash-ink landscapes or the freehand brushwork of the elderly. In graphic design, we should reflect the characteristics of Chinese painting and replace it with more attractive symbols. Finally, express ideas with more distinctive elements of national style. For example, "Wan Ma Benteng" or "the Monkey King's somersault cloud" can be used to express "fast".

(b) Consider the ethnic and cultural needs of the audience.

Graphic design needs to consider the needs of the audience. The wider the audience, the better the publicity effect, but the more difficult the design is. Young people buy goods to show off their individuality and rejuvenate their youth, while young people are to fill their lost youth and show their maturity and sense of self-achievement. Older people have a sense of nostalgia and vicissitudes of life. It is usually very difficult to meet the needs of three classes at the same time. With the development of social individualization, class differentiation is widespread, and the concept of consumers is changing from material consumption to spiritual consumption. Before graphic design, we need to consider the spiritual needs of the audience and consumers in order to make the design more targeted. Since globalization, new ideas have spread rapidly among the people, and national elements are not easy to inspire the audience in the 1990s. For the nostalgic 1970s, ethnic elements may be more attractive than those in the 1960s.

(C) the application of innovative elements of national style

In modern society, information channels extend in all directions, which makes it very convenient for all kinds of people to accept different information. People's thoughts can no longer be restricted by their own national attributes, and the blending of civilizations around the world can be reflected in their own national thoughts. Therefore, the national style that combines various cultures is the future consumption trend. Such as "Du Fu is very busy" and "Fiona Fang, what do you think?" Our picture culture has absorbed national elements, and many modern elements have been integrated into it. For example, the location of Du Fu's appearance is put in a modern environment, and the dialogue scene of Fiona Fang, an ancient illusory figure, is put in a modern context. This innovation makes the plane image get many times more attention than before. The innovation of national elements will make national elements gain greater vitality.

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