宋代招幌的美学特征及其对现代广告设计的启示

招幌是宋代工艺美术的典型代表,当时的民间艺人通过对行业和商品元素进行提炼、概括,以富有生活气息的造型和色彩、丰富深刻的寓意与各种自然材质相结合,使招幌呈现出淳朴、率真的艺术特征。其在以下方面给现代广告设计提供了启示:鲜明直观地传递信息,含蓄清新地搭配颜色,装饰元素融入传统文化。

The Aesthetic Characteristics and Inspiration of Chinese Signboards in Song Dynasty

Chinese Signboard is a typical representative of Arts and Crafts in Song Dynasty. By refining and summa- rizing the industry and commodity elements with modeling and colors full of vitality, combining morals with various natural materials, traditional folk artists endowed the signboards with simple and forthright artistic characteristics. The signboards of Song dynasty are inspirational to today＇ s designers in the aspects of simple shapes, direct and clear information communication, simple but elegant color employment of implicitness and freshness, natural decoration and element infu- sion into traditional culture.