传统吉祥艺术在企业吉祥物设计中的应用研究.pdfVIP

包装学报 第3 卷第3 期 Vo1.3 No .3 201 1 年7 月 Packaging Journal July 2011 传统吉祥艺术在企业吉祥物设计中的应用研究 邢江浩，吴志军 (湖南科技大学机电工程学院，湖南湘潭 411201 ) 摘 要:企业吉祥物是商业文化的产物，其以卡通漫画为主要艺术载体，在构围及造型上极具表现力， 但艺术表现形式及寓意内涵较为单一:中国传统吉祥艺术源于远古图腾信仰并延续至今，具有多元的艺术 表现形式和多样的寓意构成方式，将其应用于现代企业吉祥物设计中，能产生特定的视觉艺术效果，传达 深层视觉符号语义，表现出深厚的民族传统文化内涵。传统吉祥艺术应用于现代企业吉祥物设计的方法有 二:一是探寻企业吉祥物设计与民族文化的关联，二是从传统，吉祥艺术中提取相关设计元素，由此，展开设 计，创造出既具有传统文化意味，又具有鲜明特色的现代企业吉祥物。 关键词:传统吉祥艺术;企业吉祥物设计:设计元素;艺术载体 文章编号: 1674-71∞(2011)03-(泊84-06 中固分类号: J524.3 文献标志码:A Application of Traditional Auspicious Art in the Design of Corporate Character Xing Jianghao , Wu Zhijuo ( College of Electromechanical Engineering , Hunan Universíty of Science and Technology , Xiangtan Hunan 411201 , China) Abstract: Corporate character is the fruit of commerce and culture, and cart∞o is its maio 缸t carrier. It h臼 a very stroog expressioo io compositioo and form , but its art form and meaniog are relatively ooefold. The Chioese traditiooaI auspicious art comes from ancieot totemism and lasts tilI ωday. It has multiple art forms and formatioo of meaniog. Usiog traditiooaI auspicious art in coφorate ch缸缸tercanαeate specia1 artistic e征ect， coovey deep sem卸ltiCS of visuaI symbols and connotatioo of 位aditiooal culture. There are two meth创sωapply traditiooa1 auspicious art io the design of corporate character, firstly by searchiog the coooectioo of corporate character s desigo and co甲orate character and secoodly by searchiog the design elemeot from traditiooaI auspicious art, theo desigoiog it to be oew co甲orate character which has distioct characteristics and deep traditiooaI culture. Key words : tradit