传统招幌在现代商业设计中的价值及应用  

The Value and Application of Traditional Signage in the Modern Commercial Design

作　　者：杨莉萍 Yang Liping

机构地区：[1]南京大学经济学院 [2]江苏师范大学历史文化与旅游学院

出　　处：《文化产业研究》2019年第4期303-310,共8页Cultural Industry Research

摘　　要：本文以传统招幌的发展历史为线索,通过调查分析和文献研究,分析了传统招幌在现代商业设计中的商业、文化和审美价值及应用途径,提出了如下看法:传统招幌设计要适应新的时代审美语境,即要注意视觉元素的适度借用与转换、注意新的材料和手段的使用、保持商业环境设计的整体性;招幌设计要能够传承传统商业文化精神,即要努力挖掘城市文化中的商业文化、注意商业文化精神符号的建构。新时期在当代城市商业设计的语境下传统招幌的元素和精髓如果能够继续传承并再生,对现代城市的商业设计一定大有裨益。Based on the history of the traditional signage,and through investigation and literature research,this paper analyzes the commercial,cultural and aesthetical value of the traditional signage in the modern commercial design.It is found that the traditional signage design should adapt new aesthetic context,appropriately borrow and convert visual elements,use new materials and means,and maintain the integrity of the design of commercial environment.Also,signage design should inherit the spirit of traditional commercial culture,explore commercial culture within urban culture,establish symbol of the spirit of commercial culture.With better inheritance and regeneration,the traditional signage will provide helpful nutrient for the modern urban commercial design.

关 键 词：传统招幌 商业设计 现代 

分 类 号：J524[艺术—艺术设计]