木纹图案在品牌视觉设计中的应用

THE APPLICATION OF WOOD PATTERN IN BRAND VISUAL DESIGN

木纹图案在设计中的应用是历史的传承,从建筑到平面,从造纸术到雕版印刷,木纹图案的应用伴随着技术革命不断扩大和深化,汇聚了工艺的精髓,凝结了民族的精神。木纹图案既可以以具象形态出现,也可以以意象形态出现,这就让其在设计中的应用更加多元,既可以传统也可以现代。它寄托了传统的哲学思考,"木"为传统五行中的"一行",在表面纹理的背后可以看到人们对于亲近自然的渴望。文章重点研究木纹图案的提取方法,如何在品牌设计应用中保留木纹图案的形态特征,通过分析应用案例如标志设计、包装设计、宣传册设计等,总结木纹图案进行夸张延展的方法以及在不同媒介中使用的要求。

Abstract： The application of wood grain patterns in design is a historical heritage. From construction to plane, from paper making to block printing, the application of wood grain pattern had been expanding and deepening along with the technology revolution, converging the essence of technique, gathering the national spirit. The wood grain pattern can appear either in concrete form or in image form. This allows its application in the design to be more plural, that can be traditional as well as modern. It represents the traditional philosophical thinking, that ＂wood＂ is the one of the ＂five elements＂ in the traditional Chinese phenomena. Behind the surface texture, the desire to get close to nature is found. This paper focuses on the research of the extracting methods of wood grain pattern, how to keep the morphological characteristics of the wood grain pattern applied in the brand design, and the conclusion of the pattern extending and exaggerating methods and the requirements used in different media, through analyzing the cases such as logo design, packaging design, brochure design and so on.