The Application Study Of Chinese Classical Aesthetics’s "Imago" In Modern Visual Communication Design

"Imago" is the unity of "conception" and "image", the aesthetic image formed with theaesthetic subjective feelings merged into aesthetic object, aesthetic imago is the imagecontaining affection, which achieves a uniform state of mutual generation of the virtual andthe real, and unity of the internal and the external."Imago" contains the ethos of theaesthetic subject, and forms the mental outlook of the aesthetic subject,"imago” is not onlydecided by the traditional aesthetic psychology setting, but also related to experience of theaesthetic subject for the spirit of life in the universe.The charm of Chinese classical art is that the first it is tangible and limited artisticimage which can be perceived, followed by that it is intangible, indefinable, unlimitedcourage and also conception of art bearing in mind. Chinese classical arts such as painting,calligraphy, poetry and gardens have varying degrees of display in "imago" area, and createbright classical Chinese art treasures.The nature, rules and characteristics of human aesthetic activity are the object of studyof Chinese aesthetics, and classical Chinese esthetics system is also centered at aestheticimagery research."Imago" category’s impact on visual communication design is nothingthan art development process in the area of image conveying, contemporary visualcommunication design should reasonably use the classical aesthetic theory of "imago",guide the practice of contemporary design with the classical aesthetic elements, in thecreation of design work, designers use a “Xujing” mentality to look at the nature of thingsin the world."Xujing" is to exclude distractions, and keep the peace and quiet of thementality when creating art.Charm of design lies in change, design is always trend-setting, it advocates innovation,continuously innovates and leads the future, and achieves immortal; the creation of thisinherent vitality achieves new life. This creative design spirit is the designer’s unswervingpursuit. In order to pursue and maintain this spirit of innovation, the designer should washaway from the binding of things and ego, restore the true self, light the spirit of artistic creation, so that the unity of contemporary design and classical aesthetics is realized.