Chinese Traditional Way Of Thinking Metaphor Innovative Applications In Graphic Design

Metaphor, as an important rhetorical figure of speech in human language,widely exists at all times and in all countries. It becomes an important feature ofChinese language (including oral, text, images) and has great research value.The purpose of this study is to explore the characteristics of Chinese andwestern ways of thinking and the metaphors appear in the application of design.From this we can conclusion that metaphor graphics have a close relationshipwith the culture and ways of thinking behind it. Thus, there are two points weshould take into consideration when we design the graphics. First of all, in orderto increase the accuracy and the vitality of the expression, we should choose theChinese conventional and popular metaphors. The second one is that we mustpay attention to the cultural connotations behind the western design.In this assay, we first inspect and comb the history of the generation andthe characteristics of metaphor and the applications in traditional and moderngraphic design. At the meanwhile, we compared and analyzed the use offigurative and proposed the difference and functions. Then, we applied the studyand the analysis of the theory above in the design of our practiceproject--"bureaucratic alienation catalog", we use metaphor to expose andcriticize the current existence of corruption in officialdom community. We useart language to manifest the spirits of the CCP’s “Third Plenary Session of theEighteenth Central Committee" which has a certain practical significance.We got four theoretic enlightenments of figurative approach based onChinese way of thinking, and proposed four principles and four methods ofmetaphor applications in the graphic design. Finally, since developments oftoday’s networks have impact on the spread of the graphics, we also exploredinnovative usage of metaphor in novel context, and hope that this research andproject may have a certain reference value to our colleagues’ work.