Study Of Non-mainstream Culture Features And Aesthetic Characteristics Of Contemporary Graphic Design

Non-mainstream culture is relative to the mainstream culture; it is greatly different no matter in value-oriented or acceptance. However, it usually represents a phenomenon of new-born culture, showing a prominent, distinctive personality in the cultural expressions and potential content.With the economy openness, globalization acceleration, and the continuous influx of new technologies and concepts, new design as well as new culture continue to rise, causing graphic design in a new direction under the collision of different cultures. Non-mainstream culture uses its unique expression way to promote and interpret development of new things, and also complement to the mainstream culture. Along with performance method which highlight the specification and material in today’s field of design, such element as abstract logic, symbols are adopted, contributing a lot in enriching graphical design and expanding the design thinking. The value orientation of graphic design in the non-mainstream cultural possesses in vanguard and originality as the leader of new trend and new fashion.This paper aims to get a more objective understanding of the non-mainstream cultural orientation through the study of non-mainstream cultural orientation and aesthetic features of contemporary graphic design, and deeply explore and study the aesthetic characteristics and applications. It will explore the Vancl’s graphic and thus summarizes the characteristics of contemporary non-mainstream cultural graphics and Aesthetic characteristics, namely:the independence of consciousness, thinking rebellious and image exaggeration.The article contents the following four points:First, researching the formation and connotation of non-mainstream graphic; Second, analyzing the graphic performance and discipline, based on researching the non-mainstream graphic and other scholar’s researching documents of the formation and development of the non-mainstream cultural graphics and connotation. Third, pointing out the non-mainstream culture and Aesthetic Characteristics in contemporary graphic design; Fourth, explore the non-mainstream culture graphic design and its impact.