Discussion On The Application Of Chinese Traditional Pattern In The Design Of Modern Brochure

Chinese traditional pattern constitute a traditional visional resource with strong ethnic styleand evolves into a cultural symbol with rich characteristics and combination of form andmeaning. Chinese ancestors have passed on many traditional symbols that have vigorous andauspicious meaning. Chinese people entrust their beautiful wishes to these traditional patternwith a wide range of themes, details and cultural significance. Traditional patterns have not onlyspecial artistic and aesthetic value but also artistic style that combines nationality, symbolismand inheritance. In the modern society of information network where “Chinese style” is popular,combining traditional patterns as local ethnic characteristic elements with modern brochuredesign, integrating ethnic symbols while strengthening esthetic cultural structure, reinterpretingcultural meaning, promoting culture and national quality have more practical and objectivesignificance in spreading and carrying on traditional culture.Brochure design, a common form of visual communication, has already become animportant device in modern enterprise’s marketing. It directly spreads the information of productcharacteristic, brand idea, etc to the audience. Traditional pattern finds wide application inmodern brochure. Its special auspicious meaning adds non-decorative emotional value tobrochure so that brochure is no longer used only for demonstrating detail information ofcommodities. In recent years, studies on brochure design emerge endlessly. Many researchers airtheir own special opinions on application of traditional pattern in modern brochure design. Onthe basis of relevant materials and literature and the findings from other researchers, the authorsummarizes the application of different traditional patterns in brochure in line with his ownunderstanding and discusses systematically the application of traditional Chinese pattern inmodern brochure design.Reasonable use of traditional pattern in modern brochure design would help combinemodern design idea with traditional culture, fully express ethnic features, form the culturalunderstanding needed by brochure design, give full play to the great glamour of traditionalpattern in modern brochure design, and, at the same time, carry on and promote classic art sourcein modern brochure design and form a kind of cultural form with modern vitality.