The Use Of Traditional Elements In Modern Photography

Photography is an important method for branding and advertisement. The goal of photography is to attract consumers and branding through portraying products using strong visual impact and imaged visual information.Traditional culture represents the inheritance of ethnic traits. It also constitutes brand history, brand culture, and brand connotation. The use of traditional elements have become an crucial part of modern clothing. Its impact on branding is immeasurable.Using traditional elements as its foundation, NE·TIGER fused the essence of Chinese traditional culture and modern western design methods together to brand their own fashion product. As a direct successor of Chinese traditional cultural clothing brand, NE·IGER built an thorough branding process. This paper analyzes the design methods and the intersections between traditional elements and modern photography through the branding process of NE·TIGER.