The Research Of The Graphic Design Of Shanghai

The Graphic Design of Shanghai in the Process of ModernizationThe modern advertising industry originated in Shanghai and the earliestadvertisements in newspapers, neon and broadcasting as well as the advertisementindustry association were all born in Shanghai. But compared with the other designcategories of this period of time, the graphic design featuring a wide range of themesand styles, became especially prominent. Instead of a knowledge of concrete cases,the paper makes a study of the graphic designs in the historical context of Shanghaimodernization with a combination of the times, city, humanity background,economic transformation and historical events. So the graphic designs of this periodconsist of both an intrusive element of western culture and an introspective processof Chinese people. Apart from a study of the historical logics and development statesof the graphic designs, the paper places emphasis on tracking down the designingcharacteristics and evolution clues and makes an analysis of its different historicalstages, finds out the major and minor factors so as to show the alternation betweendifferent graphic designs as well as the evident signs of different stages. The paperdwells upon the causes leading to the differences between graphic designs in moderntimes of Shanghai and western counterparts in design styles, elements, structure andvalue orientation. Some social and historical factors have been introduced into theunderstanding of the design performance, thus helping people understand visualforms in modern times of Shanghai along a path from design to culture.The paper unfolds along the process of Shanghai modernization and every majorhistoric turning point in graphic design follows with corresponding urbantransformations. The first chapter mainly discusses the factors that contribute to thebirth of Shanghai graphic design, namely, economic environment, educationaldevelopment, modern cultural trends and designing business chains. To achieve theabove purpose, four topics are illustrated respectively: the trend to save the nationwith industry and the development of national industry and commerce; the advocatefor aesthetic education and the rise of design education; the printing culture and modernization structuring; the modern business war and embryonic form of moderngraphic design of Shanghai. The following five chapters constitute the body ofresearch including the calendar design under the commercially aesthetic taste, thenational goods movement and trade mark, the packaging design, the newspaperadvertisement design of consumption stimulus, the design of pattern words as wellas the book and magazine design for the new culture communication. Every chapteradheres to the following steps: first a study of the influence of urban development onthe design in terms of internal and external factors; then exploring how the graphicdesign is accepted by society, how it interacts with the city, what changes it makesafterwards as well as the impact it has produced on the social life of people. Thediscussion begins with an analysis of the typical manner of different products ofmodernization, then to the influence and promotion of graphic designs and finally tothe changes of its social function and receptive psychology of people. It is a processfrom the initial state of the graphic design to a study of the interactive relationbetween the metropolis and design. The design transformations are discussed interms of material techniques and design, schools of art and effects on the design. Thespecific discourses include: the constant upgrading of physical material givesimpetus to the development of graphic design; the breakthrough of arts and craftstechniques brings about development while the innovation of art injects vitality tothe design and gives rise to the change of design forms and lifestyles.The last part of the paper sums up the experience and effects of the designaesthetics of Shanghai school from the aesthetic perspective. Based mainly on theachievements of the graphic design of Shanghai, it concludes their explorative,practical, innovative and unique aesthetic significance. And what’s more, afterhaving a good master of the overall design rules of the graphic design of Shanghai inmodern times, the paper makes a theoretical interpretation and conclusion for thedesign activities of the period.