当代中国设计活动中审美形态的来源——以视觉传达设计为例

The Source of Aesthetic Form in Chinese Contemporary Aesthetic Design:Taking Visual Communication Design as an Example

审美有意境、气韵、优美、荒诞、崇高、幽默、风貌、中和、神妙以及审丑等形态。形态有源自中国传统的,有源自西方的,也有随着时代演进而中西交融的。当代中国视觉传达设计活动中的审美形态也同样来源丰富。将审美形态与视觉传达设计活动如海报、标志、包装以及插画设计等结合,可以对审美形态的来源进行深入探讨。当代中国视觉传达设计活动中审美形态除却源自中国传统、西方、中西交融之外,更可以从文化价值取向的角度进行探讨,从表层、里层、深层分别给予诠释,因而丰富了视觉传达设计活动中的审美把握方式。当今中国视觉传达设计活动中的审美形态是多样性与本体性的统一,既能传承民族的文化,亦能接受外来的事物,并且还有相当程度的融合力。了解和研究审美形态的来源,才能获得符合本国的、时代的审美形态,从而应用并指导实际的设计活动。

Aesthetic form covers artistic conception, elegance, fantasy, sublime, humor, style and features, neutralization, wonderful, and ugliness. Some of these aesthetic forms are with a variety of sources, some from the Chinese tradition, some from the West, and some from Sino-West blend with the time evolution. Contemporary Chinese visual communication design activities aesthetic form also hasa variety of sources. The combination of aesthetics forms with visual communication design activities such as posters, signs, and packaging and illustration design can have an in-depth exploration on the source of the aesthetic form. Contemporary Chinese visual communication design activities Apart from the origination from traditional Chinese, Western, blend of Chinese and Western, the aesthetic form can be explored from the cultural value orientation angle, to interpret it from the surface, the inner and deep layer, thus enriching the source of state in visual communication design activities. The aesthetic forms of China today＇s visual communication design activities are the unity of the diversity and the body, not only inherit national and cultural heritage, by also accepting foreign things, and have a considerable degree of fusional power. Only to learn and study the source of aesthetic forms, can we get the aesthetic form in line with our own country, and thus guide the practical application of design activities.