The Value Embodiment Of "Idea" In The Originality Of Graphic Design

In the contemporary world, graphic design is much better understood bythe society compared to decades ago. However, perception towards graphicdesign is biased to a certain degree. Graphic design, as a norm of art, has notsuccessfully sent the pushing waves to wake its full realization in China.Although in fact, local designers have been long committing to make graphicdesign dimensionalised and sensible. Meanwhile, they are also continuouslydiscovering talented new generations. All these commitments and efforts onlyhave limited payoffs in some developed cities located in south China, there isstill a long way to widespread the impacts.Design exhibitions are held each year, but are only concept-influential to theminority. Templating is still widely applied in design studios. Such designapproach is inflexible and unqualified, short-term windfall gains dominate thedesign procedures.Facilitating originality is crucial to initiate a virtuous cycle of graphicdesign. This article is to find a spiritual approach in order to realize the root oforiginality for the purpose of servicing graphic design. The spiritual approachtakes its root as “idea” in ancient Chinese philosophy.“Idea” is to annotateoriginality， to open discussion upon the understanding from various aspects. The emphasis of the research aims to explain, analyze, comprehend and apply“idea” from the perspective of originality.The “Idea” in Chinese traditional philosophy should deliver betterdemonstration through its integration in graphic design. It not only requires thereflection of originality, but also presents depth in its meaning for the integrity.The article explores the means of merging the “Idea” in Chinese ancientphilosophy into the contemporary originality theory of graphic design. Thearticle also prospects the new approach to integrate the contemporary graphicdesign and Chinese traditional culture.