A Study On The Emotional Expression Of Chinese Design In Digital Context

Compared with before, Chinese Design has developed some distinctive features with characteristics of times in digital context. From the evolutionary process and current situation of Chinese characters design, we can see that the shapes, depicts tools and media of Chinese character mutually influence each other and reinforce in the process of change. Currently, from the ways of presentation and depicting, we can also find changes and time characters that Chinese design have under the background of digital times.From the emotional expression in design to the design of Chinese characters, we can take the "Three hierarchy theory" of American professor Donald ? A ? Norman Three-level theory of Emotional Design, as the clue of this article to analyze methods of expression layer by layer. The clues include: visceral, behavioral and reflective level. Making the elements of Chinese design and three levels one to one correspondence, we can understand how the elements express emotions in different ways. Layout design, font and color performance work a lot in visceral level; using or reading process help to grasp emotions in the level of behavior; people’s achieving emotions by understanding the meanings or appreciating the art of Chinese design belongs to the level of reflection.In this paper, the writer take "Three hierarchy theory" as the clue of this study, combine with the reasons for enhance mentsor limitations and new features in Chinese design under digital times, and explain the reasons with the clue. What’s more, we will also analyze challenges and opportunities that the digital context brings.