Traditional Chinese Culture Elements and Modern Graphic Design (II)

3. Application of Chinese Traditional Cultural Elements in Modern Wine Packaging Design

Picture 11 and 12: The colors of the “Fuji” series of packaging are inspired by the tones of the folk blue flowers. The blue color is the main tone, demonstrating the long history of the wine, and highlighting the special elegance and breadth of the traditional elements.

(Photo 11) (Photo 12)

The application of these traditional cultural elements in graphic design is often multifaceted. This multiple and complementary design concept not only greatly enhances the sense of culture, but also contributes to the extension of modern design concepts and the enhancement of visual appeal.

Second, traditional design elements should be combined with modern design concepts

We should use certain symbolic traditional graphics to express certain interests, emotions, and ideas; or we must change traditional graphic elements, reorganize and make new ones, so that they have both the shape and charm of traditional graphics, and modern designs. Meaning. Or infiltrate traditional design techniques into the graphic of modern design, reflecting the spirit and philosophy of a certain nation. National culture is rediscovered, reused and recreated in modern design. As a nation's native culture, the integration phenomenon produced in the process of collision and integration with foreign culture is a very important aspect of modern graphic design.

At the “Fortune” forum held in Beijing, the traditional elements of China can be described as “spending the limelight”. In order to show its respect for Beijing, the “Fortune” Forum specifically changed the logo of the forum from a traditional blue color to a red background with rich Chinese characteristics; and the opening ceremony was held in the Temple of Heaven’s Hall of Prayer for Prayer to highlight the traditional Chinese elements. The three arcs of the aura of the Temple of Heaven's Hall of Prayer for the New Year's Day celebrations on the scene background plates and the royal pinnacle patterns on both sides project the high-standard and solemn style of this forum. Several distinctive Chinese traditional elements demonstrate the rich charm of Beijing's rich cultural heritage and modern civilization.

Applying Chinese traditional elements to modern design, we must study the deep cultural features, extract the essence and core content of a certain culture, create and excavate it, and integrate the “Chinese traditional elements” into the works subtly. The overall sense of product design. How to re-examine the traditional culture with a new perspective of modern aesthetics, we must extend its "idea" to its "god" on the basis of a full understanding of traditional culture, and allow traditional culture to be updated and expanded in modern design. Mr. Qiang Qiang's poster work combines new Chinese traditional ink and modern geometric shapes, giving people a deep national and modern impression (see Figure 13).

(Figure 13)

In my opinion, the traditional and national elements in modern design should also be integrated into popular and fashionable ideas to meet the requirements of the times. Of course, "modern" is not exactly equal to "popularity," but we can say with certainty that "modern" must be accompanied by "popular" factors. The so-called fashion, generally refers to the fashion at that time, the popular style at that time. In some people's eyes, popular and fashionable people are eye-catching. No historical or traditional things are too good to be seen and heavy. They cannot stand the test of time in this mirror, so they never take it seriously. This is a clear problem in modern packaging design.

Third, the prospects and prospects of modern design rubbing into traditional elements

Looking back, in the world of fashion and fashion, traditional aesthetic ideas and traditional design elements have also played a very important role. Therefore, in modern design, only the combination of tradition and fashion can give people a sense of nationality. In fact, measuring both tradition and fashion with modern design concepts is not only without conflict. On the contrary, if they can be combined, the results will inevitably complement each other: Tradition continues to be circulated through fashion, and fashion adds cultural sense and a sense of heavyness through infusion of traditions. The continuity of its life cycle. It can be seen that chasing fashion and fashion should start with the traditional elemental style of design.

The 21st century market competition is the design competition, and the design competition is behind the cultural competition. How to deeply understand and apply traditional cultural elements and add additional value to the design is worth our in-depth study. As the new round of economic rise and cultural revival will be in the east, as a design master once said, “The 5,000-year cultural heritage has made the big brand of traditional Chinese elements everlasting, intelligent, mysterious, exquisite and incomparable. This series of tempting values ​​has gradually waned in the "modern" development of China." This is enough to allow us to re-examine the bloodline of our traditional culture.

Fourth, the thoughts during the investigation process of the project

Through the analysis of the survey results of the entire questionnaire, we can know that Chinese traditional elements in the use of packaging design, calligraphy and traditional graphics are more elements used in modern packaging design.

As the traditional and fashion trends reflect the changes in people's social life and the differences in thinking patterns, the material life of the society and its cultural significance are constantly changing. We have reason to believe that consumer demands are increasingly diversified, and that the requirements for personalization and differentiation of products are also getting higher and higher. Only in this way can modern design continuously draw various beneficial nutrients from the tradition and it is possible to make more. Traditional design elements conform to historical trends and are subtly integrated into modern designs. Only then can we continue to expand the influence of traditional elements on modern packaging design. Only in this way can we not lose the tradition, but can also adapt traditional cultural elements to the pace of the times and modern people's aesthetic consumption psychology. In order to achieve consistency between traditional cultural design elements and modern design.

In short, the system of tea packaging, wine packaging, and moon cake packaging should be perfected in the survey questionnaire, and the categories should be deepened and straightened out. In actual life, the audience's cognition of these packaging designs is still far from enough. If it is not required to be studied and explained, I look forward to further expansion.

Source: Postgraduate of China Quality News Network Art Institute Zhao Juyu