On The Poetic Charm Of Contemporary Chinese Graphic Design

"The poetic wisdom", as put forward in the Italian philosopher Giovanni Battista (Giambattista) Vico's book "The New Science", is the integration of various characteristics of our hominid ancestors, including thinking patterns, life awareness, artistic spirit and many others. "The "poetic wisdom" inherent in Chinese traditional art adheres to this concept and specifically refers to an aesthetic spirit that develops itself under the influence of the traditional poetic spirit and poetic culture in China. It advocates the supremacy of imagination and emphasizes the harmony of man with nature and correspondence between man and his surroundings.The poetic wisdom, shining in the field of contemporary Chinese graphic design, is mainly reflected in the harmonic appreciation of the beauty which includes completeness, harmony and neutralization, the circumlocutory appreciation of the beauty which advocates implication and metaphor and the aroma appreciation of the beauty which emphasizes elegance, dynamics and flexibility.A deep understanding of poetic wisdom will greatly benefit the practice and creation of contemporary graphic design. When staring a project of contemporary Chinese graphic design, the poetic wisdom can be established as a guiding role. This is followed by the construction of the poetic elements. These elements are then consolidated from the aesthetic point of view (poetic composition).Remodeling the role of poetic wisdom helps designers stimulating creative new thoughts, carrying on the tradition and realizing the temperament of oriental philosophy, wisdom and aesthetic characteristics. It therefore offers a possible solution to the two most prominent problems currently facing contemporary Chinese graphic design, "culture lost" and "aesthetic loss". It also caters to current trend of localization of international and local brands and helps to improve the communication with consumers by better understanding their needs, habits and behaviors. In addition, when combining with theory and methodology of traditional Chinese philosophy, it can become a useful complement to the existing aesthetic theory of graphic design."On the Poetic Charm of Contemporary Chinese Graphic Design" is an interdisciplinary subject among the humanities and art & design. Our research methods include market survey, literature review and case evaluation. We also participate in several projects of art and design and conduct interviews with adepts in the field.Revisiting China's long history of classical aesthetics with considerable attention been paid to the poetic wisdom embedded, is the best way to absorb the essences of traditional Chinese culture. It will also help us to overcome the barriers met in the cross-cultural communications. Without a doubt, it will greatly enhance the current standard of graphic design and will receive widespread recognition due to its unique culture possessions.