China's Traditional Graphics In The Application Of Chinese Catering VI Design Research

This thesis conducts theoretical and application research on the role of Chinese traditional patterns in Chinese dining VI design. To apply Chinese traditional patterns in VI design meets the needs of contemporary Chinese culinary brands. Chinese traditional patterns are enriched with thousands of years' Chinese culture, and they well represent China's civilization. Both traditional patterns and traditional colors have great potential to guide modern VI design.Using induction and illustration methods, this thesis first analyzes Chinese traditional patterns and modern culinary corporations' VI designs. It then examines how VI designs can borrow from traditional Chinese patterns' values and aesthetics, how it can be inspired by traditional patterns, therefore revolutionizing conventional VI design concepts and making Chinese culinary corporations more competitive. Meanwhile, this thesis uses the case from “Taste”, a Chinese culinary brand, to more specifically illustrate how traditional Chinese patterns can be valuable to VI designs. Through using traditional Chinese patterns, the VI design for Chinese culinary brands will develop better appeals to both ethnic and globalized audience. On one hand, modern Chinese culinary brands need to establish good corporate image and corporate culture through communicating cultural symbols. The use of traditional patterns will help them achieve identification among the general public, and it also satisfies the cultural needs of consumers. Finally, the findings produced by this thesis seek to inform designers who are currently working on Chinese culinary brands' VI design.