Airiness Atistic Conception Influence To The Chinese Contemporary Graphic Design

The Chinese contemporary graphic design has been endeavoring to create visual works that represent nation-specific tastes, breaking away from the deep-set influence of the western design. As the creation of artistic conception is the highest pursuit of Chinese art, this article intends to explore a way to integrate and employ the aesthetic tones of artistic conception into the contemporary graphic design, starting with the artistic conception– an essential category of the Chinese traditional art so as to mark the design with national distinctive artistic vocabularies.The subject of how to employ aesthetic tones of artistic conception in the graphic design is a stress point discussed in this article. Intially, the author starts with telling the historical development of the artistic conception in traditional Chinese painting to make a picture of its cultural background and artistic expression.Then the author goes deeper to analyze the presentation of artistic value and aesthetic features of the artistic conception in the design and points out that the introduction of artistic conception into the graphic design is a heritage of the traditional cultural essence and an important means to nationalize and localize the graphic design.Finally, the author narrates the expression and application of the airiness artistic conception in the graphic design language, probes further into the subject from the aspects of design elements such as mapping, graphics, fonts, color, etc., analyzes the successful cases to validate the researched theories and brings forward the view that the airiness artistic conception shall be employed in the practice of design.