A Comparative Study On The Design Of Traditional Signboard In China And Japan

With the deepening of China’s urbanization process and the rapid development of economy,shop signs have become more and more common advertising materials in public life,playing an important role in the construction of public environment and cultural communication.The traditional shop sign is the crystallization of the wisdom of the ancient merchants and the people,reflecting the traditional social philosophy,folk culture and national aesthetic consciousness,contains a wealth of culture,aesthetics and design value.In this paper,the most representative of traditional shop signs and traditional Kanban in China and Japan are selected to carry out a comparative study on the design of catering shop signs,which provides a theoretical basis for the inheritance and innovation of Chinese traditional shop signs and provides reference for the development of modern shop signs design.This paper clarifies the concept,historical origin and development of traditional recruitment and kanban,and clarifies the feasibility of comparative research by comparing the similarities and differences.Firstly,the paper compares the visual representation design of traditional Chinese shop sign and traditional Kanban,and points out the different overall characteristics of "complicated" and "simple".The traditional Chinese shop sign has various shapes and structures,free shapes and flexible text design.The use of bright and lively hue,with the characteristics of high brightness and high purity,the overall color collocation rich bold;The production material source is diversified,the combination way is complex,the visual texture is rich.Traditional Kanban is relatively simple in shape and structure,with a fixed program and more freehand in text.The use of high lightness and low purity of natural hue,color simplicity,to harmonize the main color;The material type is relatively few,the combination form is simple,and the visual texture is mainly natural.Secondly,the design connotation of traditional Chinese Shop Sign and traditional Kanban is compared,and the characteristics of "interest" and "rhyme" are pointed out.The different philosophies and cultural spirits of China and Japan make the design connotation of "musical sense" and "material sorrow" in the cultural implication of Chinese Shop Sign and Kanban.Traditional Chinese Shop Sign design complies with the "people-oriented" view of nature,always around the "benevolence" as the core of the interpersonal view,hidden in the poor,advocate the best use of things;On the other hand,Japanese Kanban embodies the natural view of "nature first".In interpersonal view,it focuses on the "law" under the culture of shame,and advocates the pursuit of the beauty of craft and the beauty of material use.Traditional Chinese Shop Sign and traditional kanban have different aesthetic characteristics of "liveness" and "silence",which are manifested as the perfection and imperfection of aesthetic pursuit,the vividness and silence of aesthetic expression,and the difference between explicit and implicit in aesthetic communication.Again,in the context of social analysis of the traditional and the modern development of Kanban,with Japan political,economic and cultural factors that influence on both decay and continuance,analysis on the design of modern revival and passing on the status quote,both the traditional call centers in existing in the design of inheritance and innovation of modification for aesthetic misreading,rigid design language,the problem such as the lack of brand consciousness,By comparing with traditional Kanban,this paper puts forward specific solutions and strategies from the aspects of design guidelines,activation of design ideas and creation of cultural symbols.Finally,the paper concludes that the root of the differences in the form and connotation of traditional shop sign design between China and Japan lies in the different cultural genes,points out that the differences in social context make the traditional shop sign design present different development trajectories in modern times,and puts forward the prospect of the research on the inheritance and innovation of Chinese traditional shop sign design from the theoretical and practical aspects.