The Study On Creative Transformation Of Chinese Traditional Graphics In The Modern Visual Design

Economic globalization and cultural globalization make people increasingly realize the importance of "Chinese design" in the process of Chinese economic development and transformation. However, Chinese contemporary design, which has been guided by western values and evaluated by western criteria, makes the development of Chinese contemporary design in a very passive situation since the reform and opening up. Lack of self-worth and identity demonstrated in Chinese contemporary design actually reflect the decline of Chinese design culture. We should tap the essence of Chinese traditional culture and transform Chinese traditional drawing into a kind of visual language coinciding with times by studying and understanding modern design. In the contemporary environment, how to express new ideas and meaning by deconstructing, structuring and grouping traditional design language, or how to reflect traditional significance using new design language and make creative transformation of traditional graphic is the core proposition in contemporary graphic design world.In this paper, by the background of globalization, the author try to sum up and reflect the current status that China's modern visual design is subject to the mainstream of modern Western design concepts and design industry colleagues ignore the Chinese traditional culture. Through the analysis of successful experiences from European, American and Japanese which have superiority on design, the author try to discuss the necessity and feasibility of absorbing nutrition from Chinese traditional graphic and creating Chinese unique design style. First, to explore, performance and preserve traditional Chinese culture in contemporary design is a resource strategy. It also is an important way to get international recognition for Chinese design. Second, the advantages of traditional graphic in modern visual design, not only reflect in the forms, which come from the characteristics of Chinese traditional graphic and symbolic implication, but also reflect more in the concept, which are from the aesthetic concepts and philosophical implications of traditional graphics. The paper tries to conclude the ways of transformation of Chinese traditional graphic in contemporary visual design using some typical cases in modern design. According this point, how to straighten out the relationship between tradition and modernity, Eastern and Western, functional and aesthetic and design and new technologies is the key point to succeed for present design works of modern Chinese. The paper makes a preliminary analysis of problems exiting in modern transformation of traditional graphics in contemporary design world. The conclusion is as followings: on one side, we need to re-examine the development of traditional graphics, grasping its forms and concepts; on another side, we must creatively use Chinese traditional graphic in modern word to create outstanding works with the meaning of Chinese culture.