The Study Of Chen Shaohua’s Concept Of "Grand Design" And Design Art Style

The history of graphic design attached to the progress and development of human history,it is an act of creativity that closely connected with human life.Graphic design is active in all aspects of human life and production at form of the logo design,book design,poster design and packaging design etc.it is an important force in improving the quality of human life and Promoting the progress of human society.Since the reform and opening up,Chinese graphic design has made great progress after nearly forty years of development.However,due to the late contact to modern design,underdeveloped economic level,and people’s ideas are relatively old and so on,China’s graphic design has not yet formed its own style,and there is a certain distance from the world-class standards.Design is an important means to improve human life,Any design that will ultimately serve the people only.In Graphic Design,visual language as an external form of expression,and spiritual connotation is playing the role of "soul".Throughout the history of the development of the world’s graphic design,any works that praiseworthy and be regarded as a classic,are all the combination of visual language and spiritual connotation,and the unity of form and content.Mr.Chen Shaohua is a famous contemporary graphic design guru in China,he is good at the signs,posters,stamps and other creation of the graphic design,his design work contains the essence of traditional culture.The timing of Mr.Chen Shaohua’s entry into the graphic design industry corresponding with the time period of the western modern design thoughts entering China,this allows him to accept the traditional higher art education and intake of western modern design ideas at the same time.Mr.Chen Shaohua is good at combining the inner spirit of the native and national character with the external visual elements of modernization and international in his design works,then create a design that can meet the needs of national emotion and accord with the requirements of the international aesthetic,and gradually formed a personal characteristics of the design style.In the meantime,Mr.Chen Shaohua has never stopped thinking about the design concept,after nearly forty years of design work,and combined with his own cultural self-consciousness,Mr.Chen Shaohua put forward a concept of "grand design"This thesis starts with the background of the formation of Mr.Chen Shaohua’s design concept and style,mining the reasons for the formation of the design concept and style.Based on the influence of Chinese traditional culture on Mr.Chen Shaohua,to demonstrate the national culture that rooted in his soul,his design works emanate a heavy humanistic spirit because of this native philosophic thinking and aesthetic ideas.After the western modern design concept entered China,Chinese graphic design industry in a time of rapid development has also exposed a lot of problems.Mr.Chen Shaohua’s "grand design"concept is based on the thinking of the China graphic design’s status quo and the reflection on his own design ideas.The second part of the thesis is launched by Mr.Chen Shaohua’s "grand design" concept,discuss the core content and practical significance of the design concept.Mr.Chen Shaohua’s achievements are not only reflected in his excellent design work,but more important is that when he is in the design activities,his reflection for his own design concept by awareness of the Chinese graphic design’s status quo.Then put forward to cultivate national aesthetic consciousness and improve the ability to create personalized as the core of the "grand design" concept.The third part analyzes the representative works of Mr.Chen Shaohua,discusses the embodiment of the core design concept in design creation.Mr.Chen Shaohua is well versed in the native culture in the intrinsic charm,at the same time,he have a good grasp of the expression of modern graphic design techniques,and based on this,the traditional humanistic spirit and the modern visual design are realized.It has important theoretical and practical significance for Chinoiserie’s rise in the field of international design and to set up the image of Chinese design by study on the design process of Mr.Chen Shaohua.Finally demonstrates the inspiration of Mr.Chen Shaohna’s concept of "grand design" to the development of Chinese contemporary graphic design.Discussion on how to set up the consciousness of the whole people design,what responsibility that contemporary graphic designer should bear,the transformation of the graphic design in the new media era and the promotion of the design industry to the national economy.These are the issues that deserve our further discussion at present.