AboutPicture

Picture,thecoreelementofvisualart。Itplaysanimportantroleineveryfieldofvisualcommunicationdesign。Asknowntoall,effectivepictureisn论文网otonlyimage,butalsomessage。Thiscommunicationofimageisevenmoreeffectivethanbywords。Someonesaidthatapictureisworthathousandwords。Yes,thisisagoodmeasureforevaluatingagoodpicturewithinacommunication。Usually,itcalledgraphiclanguageinareaofdesign。Graphiclanguagelikeword,itcomesfromcreativeideas。Itcanbepresentedbyallkindsofvisualstyle。Evenitisnotapictureasweexpected,butabroadstrokeofcolour,awordorsomethingelsethatformsanimageinthegivenwork。Graphiclanguageisoneofthemostimportantlanguagesofcommunicationinposters,books,packages,identityprogrammesandtime-basedmultimedia。Nomatterhowdevelopedthemediatechnologyinthefuture,itwouldbeaeverlastingsubjectforresearch。Effectivegraphiclanguagecanreinforcethemessageormovethecommunicationalong。Thisisthereasonofitsexistenceanddevelopment。

ThediversityofaestheticsbetweenChineseandWestern

ManydifferentcharacteristicsexistedinChineseandWesternpostergraphiclanguage。Obviously,thereasonofdifferencearepartlyrelevanttotheirrespectivetraditionalculture。Itismeaninglesstolookonthephenomenonofartregardlessitsbackgroundculture。Sofirstly,weshouldunderstandthebasiccharacteristicsofChineseandWesternartintraditionalposition。

Chinese

OnChineseaesthetics,themostnotablecharacteristicisemphasizingasenseofunderlyingharmony,especiallyinChinesepainting。TaoismisoneofthemainreligionsinChina,itofferstocombinetheoppositesandbalanceeachother。ChineseaestheticswasinfluenceddeeplybyTaoism。ItwasTaoisttheorythatthingsbroughtintocontactwitheachother,orarrangedtogether,influencedeachother。(PhilipRawson,LoaszloLegeza,1973)ItssymbolYin-Yang,composedbymutualblackandwhite。

Itmeansthephysicalworldiswholeofinseparabledifferences,everythingexistswitheverythingelse。ThereexistsnoYangwithoutYininit,norYinwithoutYang。(PhilipRawson,LoaszloLegeza,1973)TheobjectsrepresentedinapaintingwillhavetheirproportionsofYangandYincarefullycombinedandharmonized。(PhilipRawson,LoaszloLegeza,1973)Forexample,mountainandwater,heavenandearth,lightanddark,dryandwet。Inlandscape,wecanfindthesefactorscomposedaspectacularandeternalharmoniousworld。Asfarasmodernposterisconcerned,communicationisitscoremission。Underthebackgroundofinternationalization,forfulfillingitsduty,ChineseposterdesignersstudiedalotofnotionsandmethodsfromWesterndesign。However,ChinesemodernposterwasstillinfluencedbyChinesetraditionalaestheticsinsomeextent。ManyChineseposterskeptthisaestheticscharacteroflandscapeintheirimages。Everyfactorcomprisesatwofoldaspectvisible-invisible。NamelyYang-Yin。Asthefamoussaying:AYin,aYangthistheTao!

Western

DifferentfromChinesephilosophyofart,westernartistsoftenseparatetheirconsciousness(TheSelf)fromtheirenvironment(TheNaturalWorld)intraditionalpaintings。Theytriedtoseektrueworldintheirartexpression。WecanfindthisrealityinthosemasterpiecesfromClassicalismtoImpressionism。AsearlyasperiodofRevivalofLearning,thosecelebratedartmastershadreachedaexcellentleveltocontrolnature。Theyexpressedthetruthintheirworksbyperfectskillsofdrawing,exactknowledgeofanatomyandscientifictheoryofperspective。In1860s,impressionistpainterswerefascinatedbytherelationshipbetweenlightandcolour。Theypaintedfreebrushstrokesinpurepigmenttoexpresstherealityoflightandcolour。Impressionismcontrolledtherealityofartinthisway。Comparedwithothereras,the20thcenturywasdevelopedinabigwayinartareawiththeprogressingoftechnology。Allkindsofartgenrecameintobeing。Asaresult,theartnotionhasalsoradicallychanged,itemphasizedmentalityandideologyofartistsmoreandmoreratherthantheirabilityofexpressingtheexternalworld。Inthefieldofmoderndesign,theaimthatbringartanddesignintothedomainofdailylifewasofferedbyBauhaus。Modernposterwasdemandedtoconveymessageeffectivelyandservethesocietyandpeople。Hencetheartformhasbecomemoreinternational。BothChineseandWesternartistshaveexperimentedwithnewvisuallanguagetoexpressnotionsorconveymessage。

ThedifferentcharacteristicsofcontemporarygraphiclanguageinChineseandWesternposters

Posterdesignsdeliveramessagetothepublicthrougheffectivevisualforms。Withthetrendofinternationalization,therearestillsomedifferencesexistinginvisualstyleofChineseandWesternpostersformeetingdifferentdemands。Herefollowsasummaryofsomegeneralcharacteristicsbelow。

1。HarmoniousandContrastive

Comparingwithwesternposters,Chinesepostershaveharmoniouscharacteristicintheirgraphiclanguage。Itisnottosaythesepostershavenocontrastingfactors。Contrarily,Chineseposterdesignersregardcontrastverymuch,buttheyemphasizebalancingtheoppositethingsandreachingfinalholisticharmony。Chinesepostergraphicsareinfluencedbytraditionalaestheticsmoreorless。Forexample,inTaoism,Yin,YanglivetogetherasawholeinTaoism,ZhongYong(MiddleoftheRoad)ofConfucianismandsoon。ThesefactorsinfluencedChineseposterstoday。ManypostersembodiedthisprincipleofBalancingReciprocity。AlanChanandPeterLoofHongKongeverdesignedapairofposteraboutChinesehandwriting。ThegraphicsisainkstoneinshapeofthesymbolofTaiJi(Yin-Yang)。Eachposterhashalf。Theyshowedwordsandlandscaperespectively。Thispairofposterarecompact,generousandharmonizetheopposites。

DifferentfromChineseposter,Westernpostergraphiclanguagetakesonthecharacteristicofcontrastgenerally。Itmainlyshowedinaspectsofcolour,shapeandlayout。Basically,Westernposterconveytopeoplethesenseofrealityorembodiment。ThisispartlyduetoWesterntraditionalaesthetics;ontheotherhand,themovementsofmodernartanddesignalsomadegreateffectonWesternposterstyles。Todayweareintheinformationera,graphicdesignershavetocatchtheeyeofaudiencebyeffectivegraphiclanguagesasquicklyaspossible。Asacontemporaryposterdesigner,ifhe/shefailstoattractaudiencesbyhis/herimagesinafewseconds,thenthepieceofcommunicationmayfail。Therefore,manydesignerspursuevisualshock。Aposterisgenerallyputupinpublicplaceandseenoverlongdistances。Obviously,intensecontrastisoneofthebestmethodstomakepostermorenoticeable。Forexample,theposterofappealingtoSwitzerlandtojointheEuropeanUnion。Thisposterexpressedthesubjectaccuratelywithoutredundantwords。MorethanhalfofSwissnationalflagiscoveredbytheflagofEuropeanUnion。Thetwoflagshavesamesymbol---cross,theycomparewitheachotherandenforcethesubject。Compactformandcontrastingcoloursmadethisposterpossesspowerfulvisualappeal。

2。Pacificanddynamic

ItwassaidthatChineseaestheticsemphasizesasenseofunderlyingharmony,anditmadeeffectonChinesepostergraphiclanguage。So,itisnowonderthatChineseposterismorepacificinitsgraphiclanguagethanWestern。InChineseaesthetics,dynamicandpacificelementsexisttogetherinaartwork。ThisunderlyingrulealsoaccordswithtraditionalTaoism。Generally,Chinesegraphicdesignersseekdynamicelementsfromthereposefulsurroundings,thenharmonizethembybalancedatmosphere。Butitisnotabsolute,manyChinesedesignershavedevelopednewgraphiclanguageswiththeirownstylesindifferentways。However,thetraditionalaestheticsinfluencedtheideologyofcontemporarydesignersinevitablyandbroughteffectontheirworks。MostChinesepostergraphiclanguagesstillkeepthischaracterofpacific。HongKongdesignerKanTai-KeungdesignedfourpostersasagrouptoexpressthesubjectofChinesewords。Theseworkspossessvividcontrastofdynamicandpacificelements。ThestrokesineachposterareChinesewords,theymeanwater,wind,cloudandmountainrespectively。Thesewordsaredynamicelementsandthestationeryarepacificelements。Allofdynamicelementswerecontrolledperfectlybypacificframes。Thenthepostersunfoldacalmatmospherewithpoetictheme。

ContrarytoChineseposters,manyWesternpostersaremoredynamicintheirgraphiclanguages。Designersarrangeeverycomponentelementofposterandmakethemexerteachactiontoattractpublicattention,theyareboldtouseallkindsofpicturecomponentelementinuniqueway。Thediversespecialitiesofpoint,thread,surfaceandcolourwererealizedandpresentedintheirworks。WecanfeeldifferentcharacteristicsoftheseelementsfromWesterndynamicposters。IntheposteroftheatredesignedbyJonSimonsen,Themainbodyisadancinggirl。Hershapeformedtheframeofpicture。Allofthewordswerewrittenbyhandandarrangedwithhertrackofmotion。Thewordsandthefigurebalancedtheunstablelayout。Thisdynamicposteroffersusamusicalassociation。InanotherposterofJazzConcert,(designedbyNiklausTroxler)twodifferentcoloursthreadscomplectedtogethertoexpresstherhythmofJazz。Theincompactwordsintensifiedthemusicalrhythm。Thestyleofthisposterisrelaxed,activeandromantic。

3。Implicitandexplicit

FivethousandyearsChinesecivilizationhadmadegreateffectonideologyofChinesepeople。Chinesetraditionalaestheticsisharmonious,comprehensiveandimplicit。Sometimesitevencandecidethewayofseeing。Chinesegraphicdesignersshouldacceptthatandcreateaappropriategraphiclanguagetoconveymessage。Chinesepeople(especiallyoldpeople)areaccustomedtoexpressoracceptanideainanimplicitway。InChineseposters,manygraphiclanguagespossessimplicitcharacteristic。Symbolizationandmetaphorarefamiliartechniquesappliedtoposters。ItissimilartootherartsortinChina。AuthoreverdesignedapoliticalposteraboutagainstdividingChina。Thepartedpeanutfilledthepictureandimpliedtheconceptofcompatriot。Thetextisaquestion:Whyarewelookedsoalike?ItintensifiedthesubjectofOneChina。Anotherposter(designedbyAndrewPogsonofHongKong)adoptedacliptoexpressthesubjectofAIDS。TheclientisaconsultativeorganizationofdefendingAIDS。Itconveyrelevantmessagebymethodofmetaphor。

ContrarytoChinesepostergraphiclanguage,Westernposteraremoreexplicitinthestyleofexpression。Toattractpubliceyeandarousetheirinterest,Westerngraphicdesignersattemptedallkindsofmethod。StrengtheningvisualstimulationandconveyingexplicitmessageinashorttimeisthemaintrendofWesternpostergraphiclanguage。Besidesusingvividcolours,strongdarkandlightcontrastorinnovativelayout,theyoftenexpresssubjectsbyadoptingintimacyofothers,eventofsex,accidentorhumor,problemofsocietyorpolityandsoon。Furthermore,somedesignersusedweirdorimpossibleimagesastheirgraphiclanguage。WecansayWesterngraphiclanguagerelatestomoreaspectsoftheactuallife,itismorerealisticthanChinesegraphiclanguage。Therefore,theWesternposterhavemoreexplicitcharacteristicintheirgraphiclanguages。MikeSands,BobPedder,andPhilipRhoadesdesignedasocialposter,designersadoptedaimtoolasthebrandofcar,andwithwords:Yourcarisalethalweapon。

Audiencescanunderstanditsmeanclearly:DriveCarefully!

Findings

Ingeneral,thecharacteristicofChinesepostergraphiclanguageisintrovertedandWesternisextroverted。Thesedifferencesareduetotheeffectofrespectivetraditionalandcontemporaryculture。Inthebackgroundofinternationalization,thecommunicationofChineseandWesterngraphicdesignersbecomemorefrequent,theyareinfluencingandchangingeachother。Asregardsgraphicdesignersoftoday,theyshouldnotpursueInternationalismblindlyorshowseemingNationalityonpurpose。Afterall,postergraphiclanguageisforspreadingmessagetothepublic,nomatteritisChineseorWestern。Designersshouldfocusontheirtargetgroupandcreateeffectivegraphiclanguageforcommunicatingwiththem。Thisisthemostimportantjobinposterdesign。

Conclusions

Accordingtotheresultsofcomparison,analysisandinvestigation,theeffectivegraphiclanguageforcommunicationhasfivecharacteristics:

1。PowerfulFunctionofCommunication

Graphiclanguageshouldhasgoodabilitytoattractpublicattentionassoonaspossiblebyitscolours,words,layoutorimages。Itwasdeterminedbyfunctionofposter。Inotherword,itshouldbenoticeable。

2。Pertinency

Postermustaimatitstargetgrouptoconveymessage。Differentpeoplehavedifferentunderstandingaboutsamepicture。Designermustthinkaboutthefactorsofage,region,religionandcustom。Itisnecessarytoarrangeappropriategraphiclanguagetocaterfordifferentpeople。

3。ExactExpression

Designersmustsurethattheirgraphiclanguagecanexpressexactlythesubjectofposterandnotbemisunderstand。So,postergraphiclanguageshouldbetypical,reasonableandmeaningful。Itcanappealtotheemotionalsideoftheaudienceandimpressonthem。

4。Originality

Innovationisthespiritofdesign。Goodpostergraphiclanguageisunique,andalwaysmakeaudienceseesomethinginawaytheydonotnormallyseeit。

5。UnificationofNationalityandInternationalism

NationalityandInternationalismarenotincompatibleinposters。Theyusuallyexisttogetherinagoodposter。Inotherword,goodposterisacross-culturalposter,itkeepsitsnativeartcharmatthesametimeofachievinginternationalismforthegoalofcommunication。Itisveryimportanttomodernposter,nomatterforitsaestheticsorfunction。