非遗活态传承背景下民族图形纹样在视觉传达设计中的应用  

The Application of National Graphic Pattern in Visual Communication Design under the Background of Intangible Cultural Heritage Living Inheritance

作　　者：冯鹤[1] 李轶南[2] FENG He;LI Yi-nan(Chizhou University,Chizhou,Anhui 247000,China;Southeast University,Nanjing,Jiangsu 210096,China)

机构地区：[1]池州学院,安徽池州247000 [2]东南大学,江苏南京210096

出　　处：《贵州民族研究》2023年第6期122-128,共7页Guizhou Ethnic Studies

基　　金：安徽高校人文社会科学研究重点项目“皖南古戏台再利用策略研究”(项目编号:SK2021A0743);安徽高校人文社会科学研究重点项目“非遗信息视觉化呈现方式的探索——以东至花灯为例”(项目编号:SK2020A0557)的阶段性成果。

摘　　要：少数民族图形纹样在现代视觉传达艺术设计中的应用,体现了艺术审美价值、文化传播价值以及非遗传承价值。当前民族图形纹样在视觉传达设计应用中存在设计理念方面盲目效仿西方,缺乏文化自信,照搬照抄,缺乏对本土民族文化的再设计与创新,在视觉传达设计中缺乏对消费者情感的考虑以及设计缺乏实用性,未与时俱进的问题。在非遗活态传承背景下,民族图形纹样在视觉传达设计应用中的需要遵循以保护与传承少数民族传统文化为导向的原则,以少数民族元素和中华民族共同元素融合为导向的原则,以消费者情感需求和精神需求为导向的原则,以及以实用性和时代性相结合为导向的原则。设计师可以运用基于传播与传承地域性与共生性文化、文化保护与融合创新、消费者情感导向和精神导向,以及少数民族传统文化与时代主流精神追求相结合等设计策略。The application of ethnic graphic patterns in modern visual communication art design can reflect the aesthetic value of art,the value of cultural transmission and the value of intangible cultural heritage inheritance.At present,the application of national graphic patterns in visual communication design faces many problems such as the blind imitation of western design concepts,lack of cultural self-confidence,copy of other designs,lack of re-design and innovation of local culture,lack of consideration for consumers'emotion in visual communication design,lack of practicality in design,and the inability to keep up with the trend of the times.In the context of the living heritage of intangible cultural heritage,the application of national graphic patterns in visual communication design needs to follow the principles of protecting and inheriting the traditional culture of ethnic minorities,integrating ethnic minority elements and common elements of the Chinese nation,orienting the emotional and spiritual needs of consumers,and combining practicality and current trend.Designers can use design strategies based on the combination of communication and inheritance of regional and symbiotic culture,the cultural protection and integration innovation,the consumers'emotional and spiritual orientation,and the combination of traditional culture of ethnic minorities and the mainstreamspiritual pursuit of the times.

关 键 词：活态传承 图形纹样 视觉传达设计 

分 类 号：TS934[轻工技术与工程]