The Effect Of Traditional Elements Application On Visual Communication Design In Cultural Industry Park

Chinese traditional culture is a valuable asset of the Chinese nation. And the culturalindustry park plays a significant role in the economic development and the showcase ofregional culture. As the carrier of visual expression on traditional culture, the traditionalelements can reflect the local cultural characteristics. In cultural industry park design,the traditional elements are usually applied for exhibiting the ancient architectural andlandscape images. It also can be used to strengthen the cultural atmosphere in the park.China now witnesses a rapid development stage on cultural industry parks, but thequality on the parks is not even. This research analyses the traditional elementsapplication effect on the visual communication design. The question on how thetraditional elements used reasonably in parks for showing the traditional materialculture and intangible culture needs to be studied.Based on the perspective from linguistics, psychology and art design, the researchuses three methods (literature review, case study and questionnaire) to evaluate theeffect of traditional elements application. At first,236cultural industry parks arecollected from internet literature (i.e., China National Knowledge Infrastructure, BaiduLibrary and Google Scholar). The Semantic Analysis based on Ontology is used toanalyse the cases on internet literature. And then, four cases in Xi’an are selected forvisual communication design by graphic analysis. They are Emperor Qin’s Terra-cottawarriors and horses Museum service area, Zhiyang Square, Tang Paradise, and theGreat Huaqing Mall. The traditional elements application pattern can be analysed fromthe elements types, materials, colours and exhibition locations. Thirdly, the author usesgraphic analysis to investigate the cases in Hefei (i.e., Hui park, Jindadi1912). What ismore, the Semantic Differential (SD) method is applied in these two cultural industryparks. The method can be applied to analyse the general public’s view on the traditionalelements application. Through the analysis on the cases in Xi’an, the local park oftenapplies regional culture in its design, and the architectural style and colours tend to beintegrated. For instance, the parks show Tang culture with white walls, grey tiles andred pillars. And the parks show Qin culture with white walls, grey tiles and brownpillars. However, the cases in Hefei are based on Huizhou culture; they often selectwhite walls, grey tiles, gable walls and memorial archways to express Anhui localculture. In terms of landscape design, the types and colours of traditional elements arediverse, and the Chinese calligraphy, traditional patterns, traditional figure images, and lanterns are usually used in its design.Through literature analysis, case study and SD survey, the dissertation examines thefunction and effect of traditional elements application in visual communication designof cultural parks. By the research, the significance of traditional elements and the actualeffect of them are revealed, and the recommendations and further research are suggestedin this dissertation.