Expansion And Reconstruction Of Visual Communicati On Design In The Perspective Of Local Culture

In the face of social informatization and economic globalization, there comes the inevitability of shock and fusion from different ideologies and cultures. While seeking mutual recognition, different regional nation cultures inevitably will retain their own characteristics. As a country of ancient civilization heritage, China has a long-standing native culture which is unique and profound. In the inheritance and development of human society, Chinese native culture has been evolving and regenerating owing to Chinese people’s extraction and inheritance to life, the universe, the world, values and other cognitive abilities, furthermore representing the Chinese nation’s aesthetic philosophy during different historical periods. Thus, advocating the fusion of Chinese native culture and visual communication, inheriting and promoting Chinese native culture become the world trend of cultural integration and current requirements of social development. Nevertheless, how, on the basis of deep understanding the elements of Chinese native culture connotation, to combine them with modern visual communication design masterly, and how to create the "China effect" in the modern design wave, are the major problems confronted by current visual communication designers in China.This thesis will elaborate from the perspectives of the significance, advantages and the specific combination methods of Chinese native culture on visual communication design. Firstly, this thesis gives an overall analysis of the nature and the connotation of Chinese native culture, making it clear that the visual communication design is an important part of Chinese cultural inheritance, reflecting the inner spirit and the aesthetic meaning of Chinese nation, and Chinese people’s pursuit and longing for an ideal dream and a better life. This thesis has made efforts to explore, in the context of the world design, the specific innovation and fusion methods of native culture and visual communication design, how to embody characteristics of Chinese native culture in visual communication design, the expression forms of Chinese native cultural elements in the contemporary visual communication design and design problems such as inheritance and innovation of design culture; to draw to a summary that the Chinese native culture has all the way been in constant deduction and in the process of creation, and to induce the way of how the field of visual communication design dig and regenerate the native culture resources.Thereby, this thesis finds the reasonable conjunction point as the focus of this study in the fusion of Chinese native culture and contemporary visual communication design, and conducts a study from it, further discusses the expanding reconstruction idea and path of the two. Through infusing the connotation and essence of Chinese native culture into the modern visual communication design concept, it reflects the worshipful value of the Chinese Spirit, and makes visual communication design more personalized and unique.Through the expanding research on visual communication design from the view of native culture, this study holds hopes of deepening people’s attention and cognition on the application of the native culture in visual communication design, awakening designers to realization that in order to take the path of China’s own innovation, the visual communication design must be carried out on the development and reconstruction, arousing people’s respect and value to the native culture elements in visual communication design, improving people’s operational ability in the application and innovation of native culture in visual communication design, looking for experience from practice, building models upon theory, and finding out the channel of the future visual communication design development.