As the ideological carrier of traditional culture, traditional symbols have distinct national and regional characteristics and are the intersection of modern design and traditional culture. At present, the modern design application of traditional fan elements is more reflected in the fields of graphic design and clothing design. The following is the model essay for master's thesis that I recommend to you, I hope it will help you. More exciting content can be found at www.oh 100.com/bylw.

Abstract: Under the background of cultural convergence and design convergence, establishing a design brand with national characteristics is the main means to win the market and competition. In order to realize the reasonable combination of traditional culture and modern design, this paper selects the traditional fan with the most national characteristics as the research object, introduces the theory of product semantics, analyzes and excavates the semantic connotation and cultural elements contained in the traditional fan, and transforms it into the design material of modern product design, which provides strong support for the development and design of traditional fan cultural products.

Keywords: traditional fan; Semantic connotation; Cultural elements; Design application

China has always been called the kingdom of fan making, and the fan culture in China has a long history. According to historical records, fans first appeared in the Neolithic Age in China, which reflected the process of social thought change and a cognitive process of aesthetic innovation for thousands of years. With the development of the times and the progress of science and technology, fans have gradually changed from their use function and symbolic function to works of art with aesthetic value, which are collected by traditional culture lovers or appear on the stage as props. For thousands of years, the cultural background and spiritual connotation condensed in fans are very rich, and the cultural elements covered are worthy of our study, which has important guiding significance for contemporary design. As the ideological carrier of traditional culture, traditional symbols have distinct national and regional characteristics and are the intersection of modern design and traditional culture. At present, the modern design application of traditional fan elements is more reflected in the fields of graphic design and clothing design. Here, this paper will discuss the application of traditional fan culture elements in the field of product design, and provide more theoretical support for the development and design of cultural products.

1 Semantic Analysis of Traditional Fan Symbol

For symbols, many predecessors and scholars believe that symbols are available according to semiotics. Signifier? And then what? What do you mean? Features, semantically, are symbolic? Extension? And then what? Connotation? The relationship. Extensional semantics directly explains the content of product physical level through product image, which belongs to explicit meaning; Connotation semantics indirectly explains the perceptual level outside the material content of products through product images, which belongs to implicit meaning. Just like when we touch a fan, it presents us with concrete and valuable objects, rather than simple artificial objects made of shapes and materials. Things? Not the end, but? Things? It is the medium and carrier to achieve the goal, so it is given a certain symbolic function when naming the fan. Here, the fan expresses its function and usage through elements such as shape, structure and material. Dominance? What are the perceptual messages conveyed by dignitaries, ordinary people, graceful people, refined people and literati? Recessive? The connotation and semantics of. From this point of view, traditional fans conform to the characteristics of semiotics. Based on the extension and connotation of traditional sector symbols, the author discusses the extraction and application of sector cultural factors in order to find a reasonable method and balance point for the integration of sector symbols and modern products.

2 traditional fan culture elements design application level division

Starting from the extension semantics and connotation semantics of traditional fans mentioned above, extension conveys the physical level of explicit indication, while connotation semantics conveys the perceptual spiritual level of implicit meaning. In other words, extension and connotation belong to? Dominance? With what? Recessive? Therefore, the design and application of fan culture elements can be divided into three levels: primary, intermediate and advanced. The division of design level provides a clearer idea for the design and application of fan culture elements, as shown in figure 1. At the primary level, the purpose is to increase the decoration and appreciation of products. Designers extract, deform, combine and reconstruct visual design factors, and then introduce them into product design to increase the cultural connotation of products. In the application process, it is necessary to select the appropriate symbol characteristics in combination with specific products and contexts to ensure the coordination between cultural symbols and products, which also depends on the level of designers, and finally realize the perfect integration of cultural symbols and modern products. The intermediate level is one level higher than the primary level. In addition to ensuring aesthetics, it is also necessary to ensure the fit between cultural symbols and product form or function, and avoid surface design. By analyzing the characteristics of products and cultural symbols, and then making morphological or structural association, the corresponding relationship of forms can be established. Cultural symbols can replace a certain form or functional symbol in products, increase the cultural connotation of products, and ensure the harmony between functional roles and symbolic roles of products. High-level application belongs to the application of cultural connotation. It needs to extract the cultural connotation factors of traditional fans, collect, select, refine and transform the semantic vocabulary of abstract contents such as behavior, ideology and symbolic connotation of traditional fans, then spread it through semantic relevance method, and finally introduce product design through metaphor, including visual metaphor and interactive metaphor. Make users feel the cultural and spiritual connotations in the process of use, so as to achieve emotional * * *. In addition to the level of designers, this level is also closely related to the cultural level of users. The cultural background, education level and life experience of different users may affect the interpretation of cultural connotation information, so this design level is also the most elusive.

3 design and application principles of traditional fan culture elements

3. 1 functional principle

Functionality is the most basic attribute of a product and the foundation of its existence. Product functions can be divided into physical functions, physiological functions, mental functions and social functions according to grades. Physical function is the basic function that a product needs first, and physiological function and mental function are realized on the basis of satisfying physical function. The application of traditional cultural symbols in product design aims to increase the cultural connotation and spiritual connotation of products and realize the spiritual function level. Therefore, in the application process of cultural symbols, the role function of products is realized.

3.2 Aesthetic principles

Generally speaking, products have dual attributes of function and aesthetics. From the aesthetic point of view, aesthetics is an inevitable requirement. In the increasingly fierce market competition in 2 1 century, besides the function of products, the aesthetic feeling of forms is one of the important factors to attract customers, and the aesthetic feeling of products is to satisfy customers' pursuit of beauty from the psychological perception level. Therefore, cultural symbols should be refined and changed according to specific conditions in the process of design and application, so as to achieve harmony and unity with the product image, avoid surface design and ensure the design sense and aesthetics of the product.

3.3 the principle of innovation

Innovation is an important embodiment of product design sense and commercial value. Products without innovation are not easy to win the market. Anything that appears as a commercial product and has certain consumption value has its unique and distinctive characteristics. No matter the product function, usage mode or product form, it should have its novelty, which is an important factor to win the market as a commodity. Therefore, in the application process of cultural symbols, we should also design and process them according to the characteristics of products to reflect novelty. At the same time, it is also a process of injecting new connotations into cultural symbols to regenerate them, and it is also to meet the pursuit of commercial value of products by contemporary consumers.

3.4 Cultural Symbol Principle

Cultural symbolism means that the product has certain cultural implication or national style, and users can interpret the cultural information in the process of using the product to meet the cultural needs of users, which is also the inheritance of traditional culture to a certain extent, which is also the original intention of the application of traditional cultural symbols. The principle of cultural symbols is generally embodied in the traditional symbols in products? Shape? There are cultural connotations? Meaning? In fact, it is generally through the visual communication of explicit cultural symbol elements or the metaphorical expression of cultural connotation.

4. The method, process and practice of designing and applying traditional fan culture elements.

4. 1 Methods and processes of design and application of traditional fan culture elements

In view of the traditional fan culture, the author summarizes its design and application methods and processes: 1. Determine the theme of traditional fan material? 2. Extract cultural design factors? 3. Integration and screening of design factors? 4. Select the product design object? 5. Design application. See Figure 2 for the flow chart of specific design method. 1. Determine the theme of traditional sector materials. There are many types of fans, and different types of fans have different cultural backgrounds and semantic connotations. For example, round fans are inextricably linked with women, folding fans are generally closely related to literati, feather fans generally symbolize the wisdom of strategizing, and leaning fans usually symbolize rights and status. Therefore, in the modern application of traditional fan culture elements, to avoid the confusion of semantic information, we must first choose the fan theme, so that it is easier to get a clear theme in the application process. Coding? Which is more beneficial for users to understand product role information? Decoding? . 2. Extract cultural design factors. The extraction of cultural factors is based on the previously determined fan categories. The cultural design factors of traditional fans include intuitive visual elements (shape, color, pattern, etc. ) and abstract cultural connotation. Visual elements are the direct embodiment of national style and the most intuitive. The cultural connotation at the abstract level includes ideology, behavior and customs, intangible spirit and other internal levels. The extraction of cultural connotation factors is mainly introduced into product design by metaphor, including visual metaphor and interactive metaphor. 3. Integration and selection of design factors. This step is a process of summarizing and screening the design factors extracted above, including? Dominance? Design factors and? Recessive? Connotation factor. ? Dominance? The extraction of design factors is mainly carried out through qualitative and quantitative analysis of user image perception. Recessive? The extraction of connotation factors mainly analyzes cultural connotation, ideology and behavior habits, and extracts descriptive semantic words. Then semantic words are semantically associated and diverged, and the selected connotation words are transformed into visual design forms, so that users can experience the cultural connotation of metaphor through vision or interaction. 4. Find the product design object. After extracting the cultural factors of traditional fans, the applicable product objects are found according to the correlation method. Because cultural elements are not suitable for any product, you should choose the design object. By using the methods of morphological correlation, structural correlation and semantic correlation, we can find the meeting point between design elements and products, determine the design object, make the use of cultural symbols harmonious and natural, and convey the semantics of cultural symbols. 5. Design application. In the process of design and application, the program is designed according to the product semantics. Generally, after the design object is determined, the product context analysis and product role setting are carried out, and the role interpretation is carried out according to the extracted design factors, and finally the design evaluation is carried out.

4.2 Design and application practice of traditional fan culture elements

The design and application of cultural elements is mainly to increase the cultural connotation and national personality of products, thus giving products more spiritual connotation, then? A symbolic role? It is an important and prominent role feature in the design of cultural products. A symbolic role? Corresponding when the specific gravity is high? Functional role? It is necessary to reduce. In order to avoid the confusion of product roles, the design and application of cultural elements focus on products with lower functional roles when selecting product objects, which is more conducive to the transmission of cultural semantics. Here, the design of desk lamp is taken as an example to verify the design. Here, the category of round fans is selected as the design theme related to the design of desk lamps. Group fans have been inextricably linked with women since ancient times, so a desk lamp for female users is designed here. Do not describe the specific design factor extraction process in detail, and simply analyze the design method flow. According to the investigation and analysis of users' perception, the most recognizable description of the shape of the round fan is round and oval. In fact, the plum blossom shape and horseshoe shape are also deformed on the basis of circle. Therefore, here, taking the round fan as the design factor of modeling, choosing the warm yellow of the material attribute of the round fan gives people a warm and retro feeling, and the application of the round fan modeling factor conveys the classical, elegant and traditional cultural connotation and design effect.

5 conclusion

Cultural symbols are symbols of national spirit, which are deposited in the continuous development of history, reflect national culture and reflect our national psychology. Introducing them into product design can arouse users' national feelings and help establish national design brands. This paper takes the national traditional fan culture as the research object, puts forward a set of systematic and reasonable design methods for the application of fan culture elements, and effectively increases the cultural connotation of products through actual design, which proves the feasibility of this method, and provides rational and clear ideas for the development and design of traditional fan culture products, as well as more theoretical support and basis for the development and design of other cultural products.

Author: Xu Xiaoyun Feng Jingjing Unit: School of Architecture and Art Design, Hebei University of Technology

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