The Modern Value Research Of The Symbol Of Sun God Birds In Jinsha

The Tai Yang Dudievins, which rolled gold and unearthed in Chengdu city, was the symbol of Chinese cultural heritage. It's not only the signal of the development of Chinese culture and economy, but also the typical event of the cultural heritage's modernization and marketing. The theory which called "Soft power" is deeper into mind; and"the modernization of traditional culture"also has a new research content now. In the macroscopic background, the success of The Tai Yang Dudievins's marketing can undoubtedly analyzes how to connect culture and economy successfully. The research of cultural heritage by Chinese academic circle are lack of dynamic state describing of present tense in design angle,let alone the future prospect.This paper mainly based on the value (including economic value) of The Jin Sha Dudievins, analyzed the background, features and causes according to it's success, emphased on methods of packing by design theroy, such as visual symbol, and deduced a general method of modern design absorbing traditional cultural form. In conclusion, people can creat new things through additional meaning in a changeless traditional form.This paper is divided into three parts, the first part describes elaborate design, packaging, and analyzes main reasons. The second part interprets the effective merchanism in graphic design theroy for the modernization of traditional culture background. The third part summarizes some experiences from The Jin Sha Dudievins, and puts forward the common mistakes in using traditional culture elements of the modern design practice.