| After 40 years of reform and opening up,visual design has been gradually accepted by most people as a means of establishing order.This paper focuses on cultural awareness from the perspective of visual design.On the one hand,it meets the requirements of strengthening cultural self-confidence.This self-confidence comes from the profound cultural heritage bred by more than 5000 years of history,which is the ideological foundation to guide the people to move forward firmly;On the other hand,with the continuous emergence of new technologies,visual design,as a means of communication,integrates multiple mixed media,which makes all kinds of urban information more timely and accurately transmitted to the audience.Therefore,the original single visual communication mode has also developed into a multi sensory mixed communication mode.Visual design for the old urban area is not only the requirement of urban concept upgrading,but also the ardent expectation of local residents.Taking the cultural consciousness of the old urban area as the starting point,this paper makes a profound analysis and exploration,and tries to explore an innovative road that can not only bring vitality to the old urban area,but also spread the culture with regional characteristics on the basis of visual design.Firstly,starting from the current situation of social development and policy background,it shows that the development pattern of the old urban area is limited,and there is an urgent need for a set of effective methods to reconstruct the old urban system,which explains the necessity of visual design reconstruction for the old urban area.Secondly,it summarizes the relevant studies at home and abroad,and finds that there are few studies on the visual design reconstruction of old urban areas,indicating the necessity of this study;Then,taking cultural consciousness as the starting point,this paper summarizes the four main characteristics of Chinese culture based on high cultural integration.This paper analyzes the representative types,constituent elements and expression methods of regional cultural consciousness theory,and then comes to the conclusion that regional culture should play a guiding role in design;Furthermore,the visual design method of the old urban area is analyzed,and the design direction and goal are clarified through field investigation,case analysis,desktop analysis of the target population and questionnaire survey;Finally,it constructs a set of reconstruction strategies for the visual design of the old urban area.Based on the six principles of visual unity and emotional identity,this strategy tries to give the reconstruction methods of the visual design of the old urban area from the aspects of brand,product,communication,marketing and so on.It has become the core strategy and method of visual design reconstruction of old urban areas from the perspective of cultural consciousness.The design practice part focuses on the in-depth excavation of the local culture and the in-depth exploration of the characteristics of the southern culture of the old city of Nanjing.Under the guidance of research results and design methods,carry out the design practice of Yinma Lane art market.Taking Yinma Lane in Nanjing as the background,this design practice has carried out an activity planning on the joint names of artists and the old urban area.It is learned that Yinma lane has rich historical and cultural connotation,including the main characteristics of Nanjing local culture.From the perspective of humanistic design,the author reconstructs the style and style of architecture.Created a new "IP" of the old city,which includes a brand that can continuously export culture such as Yinma Lane art market and two popular characters.On this basis,applied design and derivative design are carried out.The fundamental purpose is to create a unified cultural symbol of the old city,rebuild people’s impression of the old city and spread the urban culture.Integrate regional culture with art and life,and bring vitality and vitality to the development of the old city. |
