民间美术元素在平面广告设计中的融入运用

The Integration and Application of Folk Art Elements in Print Advertising Design

针对我国现代平面广告设计中所存在的缺乏传统文化特色、过于依赖软件以及过度运用夸张与抽象手法问题,为有效解决此类问题,进一步促进民间美术元素与平面广告设计的融合发展,利用文献分析法与经验总结法,阐述了民间美术元素概述,分析了造成传统文化特色缺失、过于依赖软件以及过度运用夸张与抽象手法问题的原因,并从民间美术元素融入平面广告设计的角度,提出了基于民间美术元素形成平面广告设计理念、民间美术元素中色彩搭配的运用以及合理运用民间美术元素中的图案元素三方面改善措施,以期为创新平面广告设计提供参考与建议。

In response to the problems of the lack of traditional cultural characteristics,excessive reliance on software,and excessive use of exaggeration and abstraction techniques in modern print advertising design in China,in order to effectively solve these problems and further promote the integration and development of folk art elements and print advertising design,literature analysis and experience summary methods are used to elaborate on the overview of folk art elements,and analyze the reasons for the lack of traditional cultural characteristics The reasons for the excessive reliance on software and the excessive use of exaggeration and abstraction techniques are discussed.From the perspective of integrating folk art elements into print advertising design,three improvement measures are proposed:the formation of print advertising design concepts based on folk art elements,the use of color matching in folk art elements,and the rational use of pattern elements in folk art elements,in order to provide reference and suggestions for innovative print advertising design.