Study on the Application of Chinese Traditional Visual Elements in Visual Communication Design

Abstract

This study analyzed the data collected from field research and SD questionnaires on the application of traditional elements in Aba Prefecture. This study adopted the multidisciplinary research method integrating linguistics, architecture, art, and statistics of science and technology to discuss the related issues of the cultural industry park, and analyze the expression of traditional art elements in the visual communication of the cultural industry park. First, based on the photographs taken, we analyzed the layout of typical scenes of traditional element applications on the plane, including the analysis of traditional element types, colors, and materials. Second, the SD questionnaire results are displayed and analyzed. From the comprehensive scores of the respondents, we learned that the application of traditional elements has different effects on the architectural landscape. The main results show that (1) the public has a positive attitude toward the expression of traditional culture in the planning and construction of the park. Scenes rich in traditional elements play a positive role in the transmission of traditional culture and the creation of a traditional atmosphere; (2) showing traditional architectural styles and landscape layouts in a reproducible way can more intuitively set off the traditional cultural atmosphere; (3) the texture of the stone wall has certain rules and principles. The arrangement and combination of stones are a plane composition, and the visual characteristics brought by the wall can be specifically analyzed according to the elements of the plane composition. The stone masonry wall is analyzed according to the elements of plane composition, which can be divided into visual elements and relational elements. The visual elements are divided into the size, shape, color, and texture of the image, and the relational elements refer to the relationship between position and arrangement, including orientation, location, and center of gravity.

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