The Research On The Relationship Between Chinese Aesthetic Perception On Products And Traditional Cultural Values

Since it entered the 21^st century, China's economy had been developed rapidly and people's material life had also been more and more abundant. Therefore, people's demand for daily-use products has begun to rise from the satisfaction of perfect functions to the running after of the spirit value. Both the product's emotion value and the spirit value which is communicated by the form of the product gradually become an important factor to affect consumers' habits of purchasing. The cultural value is the key factor which grants a product with the spirit value, so the relation between the design and the culture is more and more valued by the designers.The paper discussed one way of research, which draws support from the knowledge of Product Semantics, to analyze the relation between the product form and the culture related. And further more, through the research and discrimination of the idea of the traditional culture value, the paper launched research to the relationship between the Chinese consumers' product aesthetic sense and several important cultural values.Seeing from its structure, first of all, the paper introduced the contents of the culture and the culture values and expounded the relationship between design and culture. Secondly, it launched research to the knowledge of Product Semantics and gives examples to analyze the respective characteristics of the form, the color and the material, which are three elements communicated by Product Semantics. And it introduced some research achievements of Product Semantics related to the research of the product form and the idea of the culture value. Then, it respectively discussed the idea of culture values such as "The Doctrine of Mean"", "Theory that man is an integral part of nature ", "Ideas about Inherence and Appearance", "Ideas about Good and Beauty", which are still affecting Chinese people's product esthetic appreciate so far. With the methods gained from Product Semantics, the paper analyzed and induced many examples in the product design and demonstrated the fact that some products gained success in Chinese market because the spirit values contained in the forms agrees with some kinds of the Chinese people's idea of core value. Thus, the some of the idea of traditional value influencing the design was verified and the effects and mechanisms of the influence were clarified. All these has offered some important references to product designer facing to the Chinese consumers and does some beneficial tries to how to make the product contain the cultural spirit of the Chinese nation.The research about the idea of traditional culture values which influenced the Chinese consumers' product esthetics were carried out in four aspects, which were Aesthetics of Moderation, Nature-Human Relationship, Beauty-Good Relationship, Outward-Inward Relationship. The idea in the cultural value demands that the products reflect respectively the equitable and moderate beauty which is elegant, graceful, exquisite, not-abrupt, not-exaggerate. Products need to mirror people's temperament and morality and bring consumers the esthetic correlation of some kinds of ideal characters in the Chinese culture. The model design with the contents of the Nature and the design with natural materials are popular. The product design must take the social effect into account. Products with both good functions and forms are the best. Products that are plain and pragmatic deserve affirming while products which are flashy and without substance do not.