Research On The Application Of Cultural Connotation And Emotional Expression Of The Visual Elements Of Old Beijing Store Signboards

With the high-quality development of today’s economy and the advancement of technology,the emotional connection and interaction between people are lacking,which has also attracted the attention of many scholars.How to enhance the human touch of the social environment and carry out emotional communication has become more and more important.The old Beijing shop signs is a part of the excellent traditional culture of the Chinese nation,and it is also one of the expressions of my country’s traditional commercial folk customs.It used to be an indispensable popular commercial visual language symbol in the old Beijing market,and it carries the ancient and profound historical culture.The old Beijing shop signs uses rich concrete forms and abstract graphic symbols as carriers to form a unique and market-rich street landscape.The traditional storefront uses a kind of artificial order and meaning to trigger people’s emotional sustenance and establish contact with people.Merchants show customers the variously decorated Sapporo visual shapes,and attract consumers by promoting the image of the store.This article mainly analyzes the historical documents related to signs,and conducts in-depth analysis and research on the text,auspicious symbols,patterns and colors in signs,as well as the material and texture of signs,the shape and space in the components of signs.Perform formal expression and sentiment analysis on location and direction.Excavating,comparing,questioning,and reinterpreting historical materials such as concrete,symbolic,model,and textual materials to conduct case studies on the cultural connotations and implications of the visual cultural symbols of the old Beijing shops More in-depth analysis and research on emotional expression.It is hoped that this research will inspire the brand image design of stores in today’s society,enhance people’s awareness of the protection of traditional culture,and guide people to pay attention to the connection and value between traditional Sapporo culture and commerce.As a species with subjective consciousness and rich emotions,human beings will show strong emotional participation in the face of rich allegorical tricks.The visual elements in the trick not only include functionality and aesthetics,but emotion is becoming more and more important in today’s society,and it is also needed by people who are gradually pursuing the quality of life.As a product of the business environment,Signs not only conveys visual information to the public,but also interacts emotionally with each other,which produces the psychological function of empathy.Just as Zhu Guangqian mentioned what empathy is in "Talking about the Beauty" : "The ’empathy role’ is to transfer one’s emotions to foreign objects,as if they feel that the foreign objects have the same emotions." Sign,as an ancient merchant solicited The main publicity method of customers,through the emotional expression of the patterns,auspicious patterns,colors,and materials of the placards,and conveying them to the masses,people also have expectations for their good wishes.While promoting the protection and inheritance of Sign culture,it provides certain inspiration and reference value for contemporary commercial signboard design.In today’s commercial cities,store recruitment is particularly important for shaping and perfecting the image of the city’s commercial environment.The modern shop recruits’ reference and innovation in the form and content of traditional recruits is not simply a copy of the doctrine,but should be based on the culture of recruits to inherit outstanding factors and carry out innovations.Through the analysis of the connotation of Chinese traditional sign culture and the research of emotional expression,try to find a new clue to understand the aesthetics and thoughts of Chinese traditional culture from the perspective of signs design.