On the gate of my old house, a pair of traditional picture elements-Qin Qiong and Wei Chijingde, two door gods sketched with the characteristics of traditional picture elements of Zhuxian Town New Year pictures, with jars in their hands, flushed and heads down, all their housekeeping weapons fell to the ground. There are two lines written in the middle of the door of the traditional pixel: Although the wine is good, don't be greedy. You can tell at a glance that it is the content of persuading people to drink healthily. In many outdoor advertisements, why can you catch the eye at once? This lies in the unique creativity of advertising designers. This advertisement skillfully takes the traditional culture of our country as the basic material, and personifies the traditional customs of the Spring Festival-the protagonist of the New Year pictures that every household should post on the plane poster. They drink too much, and it is even difficult to take care of the housework. This advertisement is humorous and well-intentioned, and it makes people think after laughing.
Traditional primitives Now we are in an era of very crowded information, and various information transmission channels of traditional primitives emerge one after another. Traditional picture elements However, as traditional picture elements that introduce goods, traditional picture elements services and entertainment activities to the public, thousands of advertisements sometimes make people turn a blind eye and turn a deaf ear to traditional picture elements. How can we make advertisements stand out from the vast amount of information and make traditional picture elements attract the public's attention? Personality is an indispensable factor. Modern advertising design art is still at a high level in the west, and most domestic advertisements are more or less imitating. Fashion elements use common traditional picture elements, so it is difficult to show their characteristics. Traditional picture elements Some creative advertisers in China realized that traditional picture elements were always imitating themselves, and they began to turn to traditional cultural mines with a history of 5,000 years. Traditional image elements are national and personal. Traditional Elements Almost all the works of Jin Daiqiang, a famous Hong Kong designer, adopt traditional elements. Traditional picture elements, such as China Bank's "Kong Qian Fang" logo, are simple and clear, which can make people see at a glance. These pure national elements make his works win awards frequently in international exhibitions. Designers in our province have also started their own exploration in using traditional elements to create personalized design, and have achieved certain results. The advertisement poster "Design and Art/Meaning/Difference" designed by students of College of Science and Technology of Nanchang University makes full use of the traditional element of calligraphy and perfectly combines the traditional element with the modern design concept, and won the silver prize in last year's National College Student Advertising Design Competition.
The application of traditional elements in advertising design is mainly manifested in the following aspects:
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 rattle played by children in the past, conveying 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. Drawing lessons from the composition skills of China's traditional works of art, "leaving blank", "hiding territory", "creating momentum" and "creating danger" make the works have far-reaching artistic conception and endless aftertaste. "You can do calligraphy and painting in a sparse place, but not in a dense place." China painters often use these two sentences to emphasize the contrast between density and reality, so as to oppose equal treatment and enumeration. A good print advertising poster should not only make people fall in love at first sight, but also make people fall in love at first sight, be attracted by it, look around and leave a deep impression. Designers often use the artistic techniques of "using less and using more" and "from one side to the other" to reproduce reality from a certain side of life. In China's print advertising design, traditional composition methods such as dynamic and static, sparse and dense, diverse and unified, guest-host response, virtual and real, vertical and horizontal, black-and-white contrast, overlapping and interleaving are common. In addition, ancient bronze patterns, stone reliefs and lithographs, especially Chinese paintings, skillfully used the originality of white background, the rough and bold black-and-white relationship between folk paper-cutting and blue cloth, and the scattered density of woodcut illustrations in the Ming Dynasty, all of which were applied to the composition of print advertising design.
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. Of course, inheritance does not mean rigidity. Simply pursuing "takenism" in design, there is no way out without bringing forth the old and bringing forth the new. Based on the understanding of traditional art forms, this drama transforms, refines and applies traditional elements to make it more characteristic of the times.