| 摘要: |
| 目的 探索民间美术对视觉传达设计的多方面影响以及二者在融合方面所表现出的可能性与路径。方法 从视觉传达设计的发展需求开始，引出其对传统文化的渴求，接着从民间美术这一传统文化的精髓处进行挖掘，分析民间美术对视觉传达设计所表现出的多方面影响，总结民间美术在设计资源、突出特色和提升内涵等方面对视觉传达设计的积极意义，然后从整体性的视角对视觉传达设计的民间美术元素融合方法展开探索，重点分析了包装设计、标志设计和广告设计三大领域的具体应用路径。结论 民间美术在视觉传达设计中的融合与创新应用，能够将传统文化的精髓进行艺术化的创新展现，展示中华民族独特的审美标准和深厚的文化积淀，同时反映出现代人的精神追求，最终使设计出的作品更加受大众喜爱，十分利于文化价值和商业价值的实现，是视觉传达设计可以借鉴的重要方面。 |
| 关键词: 民间美术 传统文化 视觉传达设计 |
| DOI：10.19554/j.cnki.1001-3563.2021.12.046 |
| 分类号:J511 |
| 基金项目: |
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| The Influence of Folk Art on Visual Communication Design and Their Combination |
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ZHAO Yuan
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(Inner Mongolia Arts University, Hohhot 010010, China)
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| Abstract: |
| The paper aims to explore the influence of folk art on visual communication design and the possibility and path of the fusion of the two. Conclude from the demand for the development of visual communication design that traditional culture is required, have an in-depth study on the essence of the folk art to analyze its manifold influences on visual communication design, conclude the positive influence of the folk art on the visual communication design in elements, characteristics, and implication, and explore the methods of integrating the elements in folk art into visual communication design by taking a holistic approach. The application of folk art elements in the design of packages, logos, and advertisements are analyzed. The integration and innovative application of the folk art element in the visual communication design can demonstrate the essence of the traditional culture in an artistic and innovative manner, and reflect Chinese people’s unique aesthetic standard, China’s profound culture, and the spiritual pursuit of modern people. It can increase the popularity, and realize cultural values and commercial values, enabling it to play an important role in visual communication design. |
| Key words: folk art traditional culture visual communication design |
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