Loss And Reversion:Research On Visual Redesign Of The Cultural Implication Of Chinese New Year

The Chinese New Year has been in existence for thousands of years since the agricultural society,and has accumulated a profound cultural heritage.However,due to the invasion of Western culture,the New Year culture has shown signs of decline in the course of historical evolution.The traditional heritage is the cornerstone of China’s cultural confidence,and in order to enhance cultural confidence,we should go deeper into history and understand the cultural lineage.Therefore,this study is based on the traditional core meaning of Chinese New Year culture,and regenerates and disseminates it in modern visual design.It aims to use visual design to re-promote the traditional New Year culture,to promote its spiritual meaning,and to continue the vitality of traditional culture.The study starts from the historical tracing of Chinese New Year,and compares the specific evolution of New Year culture from ancient-medieval-modern-contemporary,explores the core content of New Year cultural connotation through literature research,field survey and case study,tries to use visual design as a modern conceptual support and information dissemination carrier to inherit New Year cultural connotation,and at the same time uses the characteristic rules of traditional New Year cultural visual art,combines with the analysis of modern visual design,constructs the path of integrating traditional New Year cultural connotation into contemporary visual design,and verifies it with design practice.The focus of this paper is on the research of design paths,proposing four stages of exploration,innovation,inheritance and sharing.The first two stages of discovery and preservation,refinement and reconstruction explain in detail the concrete steps of realizing from concept to image and content to form in visual design of New Year cultural meaning.The third stage,Storage and Trigger,proposes a visual communication medium adapted to traditional culture,and the last stage,Communication and Discernment,gives contemporary visual designers social responsibility,hoping to guard the cultural memory of the nation with the power of Chinese designers in the pace of the times.