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伴随着全球化的趋势,中国传统文化逐步融入世界大文化潮流之中。其中,汉字作为视觉元素的设计应用尤为突出。标志设计、招贴设计、包装设计等设计大量与汉字元素相结合,使得当代视觉设计焕发出新的生机。将汉字作为一种视觉元素进行设计,不仅能够准确地表达设计作品所蕴含的含义,而且能够更深层次地诠释中国的儒家文化。本文利用符号的语义学、语构学、语用学规则对视觉传播中的汉字做出了新的阐释,提出了新的设计思维方法和原则。
Along with the trend of globalization, Chinese traditional culture gradually integrates into the great cultural trend in the world. Among them, the design and application of Chinese characters as visual elements is particularly prominent. Logo design, poster design, packaging design and a large number of Chinese characters combined with the elements, making contemporary visual design glow with new vitality. The design of Chinese characters as a visual element can not only accurately convey the meaning contained in the design work, but also interpret the Chinese Confucian culture in a deeper level. In this paper, symbolic semantics, grammatical and pragmatic rules are used to explain the Chinese characters in visual communication and put forward new methods and principles of design thinking.