The term “design†has become more and more widely used in contemporary fields. From architectural design to advertising design, from advertising to environmental arts, from environmental arts to image, and from image to film and television, Zhang Yimou claims that his director’s “Hero†was designed. .
Design, as the name suggests, is the idea, the plan. In this sense, we must design every single thing we do. However, we can only think of plans and projects. You must use visual elements to express your ideas and plans. People who read through these visual elements understand your ideas and plans. This is the definition of our design.
What kind of visual elements are used to express ideas and plans. In different eras, standards are different. In modern times, successful design cases follow a principle that is, old elements and new combinations.
Judging from the logo design, the symbol of the Bank of China, which was designed by the Hong Kong designer Mr. Qiang Qiang, is to use the old element copper coins to create a new combination with the Chinese character “ä¸â€.
From a more recent point of view, the Beijing Olympics logo designed by the Shenzhen designer Mr. Chen Shaohua is a new combination of the old elements Taijiquan movement modeling and the Olympic rings.
From the poster point of view, the 7th China Advertising Festival grand prize giant calcium calcium advertising work is to create a new combination of an old element fritters and bones appearance.
Mr. Qiang Qiang has such an international status today, mainly because his poster works use a new combination of Chinese traditional ink and modern geometry.
The award-winning works in the International Advertising Festival, the Moby Advertising Festival, the New York Advertising Festival, and the Taiwan Advertising Awards are all following this principle. At the same time, this principle is also the general manager of Beijing McCain Guangming. The International Advertising Festival Chinese judge Mr. Mok Kang Sun has always proposed and advocated advertising visual thinking principles.
The author has been a design professional teacher for eight years and has always used this thinking to practice and guide students. Although sometimes painting oil paintings, I don’t know much about contemporary art. However, it was claimed that Chen Danqing’s return to China was forgotten by contemporary art. The group of still pictures he painted is copying and plagiarism. This kind of remark made me a little puzzled. This is not because Chen Danqing is my respected artist. It is this group of still life that is applying the thinking of contemporary design—the old element—new combination. Has a very strong characteristic of contemporary art. Old pictures, old papers, and old famous paintings, and the way they are displayed is not a prop, but a new combination of display, reading, communication, and admiration.
Let's take a look at Mr. Chen Yifei’s oil paintings, old clothes, old furniture, and old musical instruments, and the faces of the characters are modern. This brand-new combination is also applying the above principles. Because of this, his works are only There is such a high value, and some people say that he is opportunistic and a businessman painter.
In fact, this principle is not only in oil paintings, but also in traditional Chinese paintings, sculptures, installations, and behaviors. Successful works are almost always the same.
From our point of view, the Chinese contemporary artists Cai Guoqiang, Zhai Bing, Huang Yongxuan, and Gu Wenda, who were jokingly called “Four Heavenly Kings†and live abroad, follow their thinking.
Cai Guoqiang: “Charter Collection Houseâ€, a past sculpture with socialist representation, shows his production process through new behaviors. “Grass boat borrows arrowsâ€, an old idiom that creates a new combination through a device. The "powder device" is even more so. Dolcn.com
Bing Bing: "Monkey Fishing Month", an ancient folk fable in China, was transformed into a monkey with a combination of texts from different countries and regions. It was a new device that symbolized a "busy ride" of a series of "word games". "These are all devices that are deconstructed through text. They are a new reorganization and adjustment of the existing concept of text."
Huang Yongfu: “Bank Sands†An old HSBC bank built in Shanghai in 1923, piled up in sand, creating new combinations, in order to express that finance is temporary and at any time is in danger of collapsing.
Gu Wenda: "The Forest of Stone Steles - The Poetry of Tang Dynasty", the Tang poetry and the monument forest are very old elements, but the content is the English rhyme of the English translation of the Tang poetry to select simultaneous words and translate them back into Chinese to express different people. The hybrid and hybrid of cultures and cultures post-culture and post-colonial phenomena. And his works "UN", "Ink", "Art. The Chinese One Hundred Word also follows this principle of thinking.
On the other hand, some of the so-called behavioral arts in our contemporary country do not follow these principles. For example, there are many accusations of eating infants and climbing out of the belly of a cow. What are the reasons? In my opinion, the reason is that the elements they use are new.
(to be continued)