The Study of Using Traditional Chinese Colors to be Applied to Graphic Design Reflecting Cultural and Aesthetic Values

Abstract

Design industry in China starts late, it has been greatly influenced by western color semantics and the international standard color, the application and popularity of Chinese traditional color is relatively lacking. The researchers studied the use of traditional Chinese colors in contemporary design in order to increase Chinese people's interest in traditional colors, national awareness and local characteristics. In order to study of using traditional Chinese colors to be applied to graphic design reflecting cultural and aesthetic values, the researchers used a qualitative method by collected information about the existing problems of traditional colors in contemporary graphic design, the semantics and creation forms of colors in ancient and modern times through literature review, field investigation and observation, then summarized, compared, classified and analyzed cases, and drew relevant conclusions. The result found that five traditional colors are part of Chinese culture, including white, cyan, black, red and yellow. Through the analysis of the application of the five traditional Chinese colors in 25 specific graphics, the study on the cultural dimension shows that the application of the five traditional Chinese colors in politics, national preferences, characters, traditional customs, and other aspects. The research on aesthetic dimension shows that Chinese traditional colors mainly come from nature worship, human production activities, imagination and cultural habits.