Theory Of The Beauty Of The Cheongsam And Its Application Research In Visual Communication Design

Cheongsam is China’s most distinctive ethnic costumes,is highest fusion of traditional costume culture,is also the most taste of traditional Chinese costumes.In this article,through combing the Chinese dress from the qing dynasty,the republic of China,the modern the inside and outside the characteristics of the three stages of development,analysis of the Chinese dress in different period showed different style form and the cultural connotation,behind the gown,narrow cuff in the qing dynasty period,during the period of the republic of China under the western aesthetic infiltration of improved cheongsam,contemporary modern cheongsam of advancing with The Times,in different periods of different aesthetic ideas about the qipao external form,so cheongsam is like the ancient culture and a fusion of Chinese and foreign cultural exchanges.In recent years,with the rise of "Chinese wind",the Chinese dress as a classic symbol of Chinese traditional culture,more and more frequently appeared in the line of sight of people,therefore,innovation and inheritance of cheongsam beauty is our new generation of designers unshirkable responsibility.This paper will be through the external form of qipao and analysis of the connotation beauty,extracting the beauty of the cheongsam,and use this kind of traditional Chinese beauty in visual communication design,put forward from the qipao pattern,the cheongsam’s iconic structure,the outline of qipao is associated with the combination of content,qipao a symbol of connotation of the Chinese dress for four aspects such as creative design.Is studied on the basis of this analysis also cheongsam elements of contemporary domestic and foreign outstanding creative design work,from the product packaging,wedding products,posters,clothing often appear four cheongsam elements design domain analysis,further proposed combining the traditional eastern aesthetics and modern fashion,with the design concept of modern design language interpretation of Oriental aesthetics,more from the Chinese dress pattern and symbolic structure of qipao,qipao profile associated with it,a symbol of qipao connotation from four aspects put forward specific improvement scheme,and carry out in the design practice,trying to find the best point of modern life and traditional aesthetics,for the Chinese dress inheritance and development in the field of visual communication design qipao elements put forward new ideas and direction.