A Study On The Influence And Implication Of The Art Of Seal-cutting On Visual Communication Design

The art of seal cutting is a key representative of the Chinese traditional culture and also an important component of the world cultural heritage. This paper first briefly introduces the development, aesthetic value and creative techniques of seal cutting (seal), contending that the art of seal cutting bears profound meaning in terms of design; by taking into consideration the ways of creation and expression of modern visual communication design (MVCD), the paper compares font design with the artistic creation of seal cutting, revealing some common features of the two in their expressive techniques and other forms, and drawing a preliminary conclusion that the art of seal cutting has certain impact and implications upon the MVCD.Next, the author focuses on the discussion about the three levels of seal cutting, namely, "form, meaning, and charm"; by analyzing and comparing well-known seal cutting works with concrete examples of MVCD, the paper holds that the art of seal cutting could be ready reference to MVCD, which can "borrowing the form", "extending the meaning" and "communicating the charm" of seal cutting. The author also enumerates many examples of MVCD, including logo design, CI (VI) design, advertisement design, and package design, borrowing from the art of seal cutting at various levels, arguing that seal cutting has double influence on MVCD in terms of design and connotation, i.e. "borrowing its form", "extending its meaning" and "communicating its charm".The expressive forms of seal cutting, an art characterized by "a great variety of styles and content within merely a tiny area of creation", are limited by a range of factors. The author explains through living examples that due to the said limitation, one has to repeatedly screen, weigh and refine the available elements of expression. This process may shed light on the VCD as well as other kinds of design. The author also demonstrates the process of repeated deliberation and refinement through his own practice.The author believes that a summery and analysis of the ancient art of seal cutting through modern conceptions and in modern ways could regenerate this traditional art. The development and application of seal cutting elements may help find a new breakthrough point for the further development of VCD, and may also constitute beneficial supplement to the philosophy of design and modeling language of MVCD.