The Milestone Of Cover Design In Modern Chinese Periodicals

The Eastern Miscellany is an influential magazine in China's 20 th century.Rich in content,and colorful in cover design,the Eastern Miscellany is worthy of being studied.Based on the editorial term,the Eastern Miscellany is divided into five periods in this paper,including the early Eastern Miscellany(1904-1910),the Eastern Miscellany of Du Yaquan period(1911-1919),the Eastern Miscellany of Qian Zhixiu period(1920-1931),the Eastern Miscellany of Wang yunwu period(1932-1941),the Eastern Miscellany of Su Jiqing period(1943-1948).This paper also introduces the development of cover characteristics in each period respectively and summarizes cover design features of the Eastern Miscellany from two aspects ultimately:The first aspect is the design concept,mainly including changing with the times,maintaining the independent spirit,insisting on the design of national characteristics,closely relating to the social situation,focusing on the value of enlightenment and the leading role,and always insisting on cultural connotations and artistry.The second aspect is about the representation styles of the cover,which mainly includes the abundant painting styles,the documentary photographic and style the fashionable modern style.The Eastern Miscellany cover design also uses a lot of cultural elements,including long splendid Chinese oriental cultural elements,mysterious ancient "Great Eastern" cultural elements and flexible Western cultural elements.In addition,the author also analyzes the basic elements of the visual elements in the Eastern Miscellany cover design,including titles and typefaces,cover composition and cover colors.At the same time,through the analysis of the communication strategy of the covers design,including the use of national iconic psychological identity,current affairs to maintain a greater relevance,design style following the trend of the times,focusing on content and taste,we can conclude that the historical function of the Eastern Miscellany,and the enlightments including emphasizing the influence of its editors,insisting on the national personalities and styles,leading the trend of times and emphasizing the innovation of the cover,which may provide some reference for the modern Chinese design practice.