尚象与符号理念下的图形设计比较

A Comparison of Graphic Design under the Concept of “Shang Xiang” and “Semiotics”

中文关键词: 尚象  符号学  图形设计  比较研究

英文关键词: Shang Xiang  semiotics  graphic design  comparative study

中文摘要:

      目的 通过东西方的图形设计核心思想的差异，比较两种文化体系下的图形设计。方法 把其概括为东方尚象理念与西方符号理念的本质差别带来了图形设计的文化区别。结果 两种理念在各自文化中形成、发展并成熟。探讨两者之间的共同点或差别是找到现代东西方各具民族特色图形设计的根源。尚象理念诞生于先秦时期，发展历程中不断扩充与吸纳历代先民的创造智慧，在现当代的视觉环境中，尚象理念的图形设计的不断变异将是东方传统设计思想继承的契机。而符号理念的图形设计具有影响力大、清晰明确、应用广泛等优势，同尚象性的图形设计相比各有所长。结论 符号理念的图形设计并不能解决所有的设计问题，因此东方尚象理念可以作为符号理念的有益补充，被世界所了解与认识。

英文摘要:

      This paper aims to compare the graphic design under two cultural systems according to the differences of the core ideas of graphic design between the East and the West. This paper generalizes it as the essential difference between the Oriental “Shang Xiang” concept and the western “semiotics” concept, which brings about the cultural difference of graphic design. The two ideas formed, developed and matured in their respective cultures. To explore the common ground or difference between the two is the root to find the modern graphic design with national characteristics of the East and the West. The concept of “Shang Xiang” was born in the pre-Qin period. In the course of the development, it has been expanding and absorbing the creative wisdom of the ancestors. In the modern and contemporary visual environment, the continuous variation of the graphic design of the concept of “Shang Xiang” will be an opportunity for the inheritance of the Oriental traditional design ideas. The graphic design of the concept of “semiotics” has the advantages of great influence, clear definition and wide application. Compared with the graphic design of iconicity, it has its own advantages. The graphic design of the concept of “semiotics” can not solve all the design problems, so the Oriental concept of “Shang Xiang” can be used as a useful supplement to the concept of “semiotics” and be understood and recognized by the world.