Researching Of The Song And Yuan Dynasties Of Traditional Signboard

Signboard is the essence of traditional Chinese of commercial culture; Under the influence of culture, it for development with the national characteristics of visual art. As an important ancient art form, signbord use its colorful and vivid visual image to attract customers. The implication of rich cultural connotation and the molding process in the ancient history of advertising,develop a school of its own. Signboard along with the course of history gradually evolved into a comprehensive art form. Not only to use its unique creation of image and gorgeous color to attract customers,but also with comprehensive features, such as innovative meaning, spectacular form and collection of paintings, calligraphy, sculpture, clay sculpture, architecture, paper and other art. In its natural beauty, form beauty, artistic beauty of the high degree of fusion constitutes a unique artistic landscape.Song and Yuan Dynasties signboard not only well-made but exquisited ideas, it makes the subjective emotion and artistic conception into each other, and then, by means of artistic expression into a design works show. A great variety of color, shape, pattern and other design elements both to convey the designer’s rich emotion, and when the people in the traditional life, it reflects its habits of life and aesthetic interest. The artistic features of it, which is of practical value to assist management and attract customers,but also has stronge(?) decoration, advertising effect. However, the implication of the design of the Song and Yuan Dynasties signboard more than reflected in the external beauty of the sensory rendering,more penetration in artistic conception of aesthetic transfer. With the development of history, the traditional commercial culture heritage is facing the risk of dating, its artistic research is also gradually declined. Therefore, its aesthetic level for further analysis,has the important significance to the contemporary design.This paper chose signboard of the development heyday of Song and Yuan Dynasties as the main research object, with the design as the angle of view, trying to on the basis of previous studies based on the current aspects of the material and the amount of modern visual communication design cases, from the analysis of the characteristics of the Song and Yuan Dynasties signboard, relying on traditional culture, and understand its rich cultural connotation. Form the design of the areas,further to explore the theory in the visual communication system, then, compare and analyze the traditional creation concept and design connotation. To enrich the signboard’s design ideas, raise awareness of its importance, in order to play a constructive role in the present.This paper is divided into three parts:The first chapter is divided into three sections. First of all, a summary introduction to the historical background of the Song and Yuan Dynasties signboard. Secondly, a clear concept and classification of the Song and Yuan dynasties signboard. Review it’s formation, development, evolution and the social culture connotation which in the traditional business. Thirdly, an overview of the characteristics of the Song and Yuan Dynasties signboard.The second chapter is the focus of this paper, which is divided into three parts. Based on the signboard’s design elements, performance practices, as well as the detailed design rules, to explain and analyze the signboard’s design distinctive artistic effects and visual characteristics.The third chapter basically through to the design characteristics of the sorting, explores the cultural concept and design idea, summed up the value and application, that the relevant design theory and advantage value. Then,combined with the practice,it proposes the design ideas and suggestions to guide the design to a more perfect deirection.