荀子“群而有分”的美学思想对现代视觉传达设计的启示

Xunzi’s Aesthetics Ideology of "Integrity with Stratifications" and Modern Vision Communication Designing

视觉传设计的任务之一就是通过对图形、标识、文字,色块、版式等诸多的视觉元素的合理安排,实现信息的有效传达。文章通过对荀子"群而有分"的美学思想的阐释,结合现代视觉传达的理论和实践分析后认为,荀子的"群而有分"的思想对于我们今天的视觉传达设计不仅具有理论上的意义,也可以有很强地可操作性。同时,这种启示还在于为中国设计找到文化源头,从而建立设计的中国话语。

One of the major tasks of vision communication designing is to achieve effective communication of message through a reasonable arrangement of such vision factors as graphs,signs,characters,colors and formats. After the interpretation of Xunzi’s aesthetics ideology of 'integrity with stratifications' together with an analysis of some examples of modern vision communication designing,the article concludes that the key to the fulfillment of the task is 'integrity with stratifications'.Only in this way can the vision factors and messages be utilized and arranged reasonably.Xunzi’s aesthetics ideology of 'integrity with stratifications' has not only theoretical but also practical and methodological significance to modern vision communication designing.