-80 After The Choice, In The Eyes Of Contemporary Graphic Design

The development of graphic design and the evolution of designing style are highly related with social life. To some extent, they reflect the social reform, economic fluctuation and cultural evolution of different times. Graphic design in China was rapidly developed accompanied by the China's reform and opening up in late 1970's. As the comprehensive propulsion of the reform and opening-up in China, the development of economic promotes the prosperity of this emerging industry. Meanwhile, due to social development and people's increasing cultural needs, the art of design draw more and more attentions. And the influence of art design on social life, economic development, and cultural progress also emerges. Young people born in the 1980s is the generation accompanied by the growth of China's reform and opening-up, facing the system reformation, and growing up in the collision of traditional thought and modern concept. In this particular social background, these young people become the most sensitive population resulting from the multiple influences from age, society and family. Graphic design comes into their vision in its unique performance, and has a great influence on their spiritual pursuit including aesthetics consciousness, aesthetics orientation and aesthetics evaluations, economic behavior such as consumption psychology, consumption concept and consumption behavior, life idea and moral concept. Base on above reasons, it is very important for both theoretical and practical researches to study the value orientation of young people born in the 1980s from the view of present mass culture.