现代中原文化图文设计可拓语义转译研究——以马街书会为例

Extended Semantic Translation of Modern Central Plains Culture Graphic Design——Take the Horse Street Book Club for Example

目的以可拓学理论为基础,探讨中原文化向现代图文设计转译的方法,促进中原文化的现代化传承与发展。方法利用实地考察、文献查询等方法搜集和分析中原文化内涵,以马街书会为例,提取关键语义词;对图文设计深入分析,提出色彩、形状、字体、版式4种图文特征基元;通过图文基元的关键视觉感受将马街书会文化与图文特征关联,建立可拓语义模型,运用语义差异法和问卷调查法量化图文特征与马街书会文化的基元关系,并分析进行设计因子提取。结果运用可拓语义学理论对中原文化语义进行可拓转译设计,可完成中原文化现代图文转译设计。结论将中原文化特征以语义的形式与图文设计关键视觉感受相融合,可生成具有现代性的新图文,为计算机生成系统奠定基础。

Based on the theory of extensibility,the paper aims to explore the method of translating modern Central Plains culture into graphic design,and promote the modernization inheritance and development of Central Plains culture.Field visits,literature query and other methods are used to collect and analyze the cultural connotations of the Central Plains.Taking the Majie Book Club as an example,the key semantic words are extracted;In-depth analysis of graphic and text design is carried out,and four kinds of graphic and text feature primitives of color,shape,font and typography are proposed;Through the key visual perception of the graphic and text primitives,the Majie Book Club culture is associated with the graphic and text features,a scalable semantic model is established,the semantic difference method and the questionnaire survey method are used to quantify the relationship between the graphic characteristics and the Majie Book Club culture,and the design factor extraction is analyzed.The use of extendable semantics theory to carry out a reproducible translation design for the semantics of the Central Plains culture can complete the translation design of the modern graphics and texts of the Central Plains culture.The fusion of the cultural characteristics of the Central Plains in the form of semantics with the key visual perceptions of graphic design can generate new graphics and texts with modernity and lay the foundation for computer-generated systems.