Research on the Industrialization of Graphic Design in China

With the continuous development of China's market economy and the increase in the process of economic globalization, market mechanisms have entered the field of spiritual production, companies that produce cultural products have emerged in large numbers, and cultural industries have rapidly emerged. The status in social life and the national economy is rising rapidly. In many countries, the cultural industry has become an important pillar industry and a new economic growth point; in the fierce market competition, the cultural content of various commodities and the resulting cultural added value have increasingly become the strong competitiveness of the economy. Changes in cultural concepts have brought new product development, product structure adjustments, and changes in economic structure. The graphic design art as a category of cultural industry is facing the social reality of the mutual integration of culture and economy. We must consider the living environment of the industry and how to seize the opportunity to strengthen its own development strength in the economic tide to make the graphic design art healthy. Orderly and comprehensive development.

status quo

In the fierce market competition, both international and domestic companies have raised the level of design as a means to enhance their competitiveness, from newspapers to magazines, from television to the Internet, from brands to packaging, and from advertising to image design. The function and role of design are constantly enlarged. Its influence involves all aspects of social life and various industries. According to incomplete statistics, there are currently more than 300,000 employees engaged in graphic design, nearly 1,000 universities and teaching institutes engaged in graphic arts talent training, and they are still increasing. To such a vigorous army of cultural industries is an important force for the development of a market economy. However, for a long time, employees have been scattered in different industries and fields, are in a marginalized situation, have no clear industry positioning, and do not have their own industry organizations and academic institutions. As for the industry division of labor and industry standards, industry intermediary organizations are even less able to talk about it. Faced with the lagging development of economic and high-tech rapid development and graphic design, many graphic design art researchers and practitioners are in a hurry and are demanding to change the status quo in order to find their own development space.

Positioning

The development of graphic design can not be separated from its own accurate positioning and value judgment. The so-called graphic design is a sense of three-dimensional space represented by different basic graphics, combined into a pattern in accordance with certain rules, that is, using visual language to convey information and express opinions. Its design scope and categories are very extensive, such as various media, architecture, industry, environmental arts, decoration, display, clothing, advertising, etc. In short, there are as many kinds of designs as there are needs, and it has broad prospects for development.

Because graphic design uses visual elements to communicate designer's designs and plans, use text and graphics to convey information to the audience and make people willing and willing to accept it. Therefore, graphic design not only involves the use of multiple elements, but also involves the use of different expression techniques and techniques. Any design must be based on the requirements of customers to impress the audience. In this sense, designers must not only possess professional knowledge, but also pour all their emotions into the design. Only by first touching the designer can the customer be satisfied, and then move the audience. Therefore, graphic design art must possess comprehensive knowledge and related skills in order to correctly understand and grasp the essential characteristics of the objects it wants to design, apply various design elements to organic art combinations, form graphics with creativity, colors have taste, and the texture of materials can be impressed. People's works. We can say that a good design is not only the creation of graphics, but also the result of many intellectual labor. From this, we can be sure that the graphic design art has all the characteristics in the cultural industry, that is, the comprehensive characteristics across the economy, culture and technology.

direction

Cultural industry refers to the production and business activities of cultural products and cultural services and the industries that provide related services for such production and operations. This concept first appeared in the West in the 1940s. For a long time, due to the different understandings of this concept and the scope covered, no consensus has been reached. In order to form a relatively complete cultural market system in China, the Ministry of Culture established the Department of Cultural Industries in 1998. The "Tenth Five-Year Plan for the Development of Cultural Industries" was promulgated in the past few years, and several "Ministry of Culture's Promotion of the Development of Cultural Industries" was promulgated. "Opinions" formulated the Outline for the Development of Cultural Markets 2003-2010. In these documents, the ideas and countermeasures of the cultural industry are clarified. Various localities have formulated corresponding policies and measures to reform the state-owned cultural management organizations and mechanisms and structural adjustments. At present, the cultural market has been fully open to all types of domestic capital; at the same time, it has fully fulfilled its commitment when joining the WTO; it has actively adjusted cultural resources and the basic role of the market in the allocation of cultural resources has been brought into play. In prospering cultural undertakings, the state mainly focuses on two things: One is the vigorous development of public cultural undertakings, and the other is the vigorous development of cultural industries.

On March 29 this year, in order to promote the development of the cultural industry, the National Bureau of Statistics officially promulgated the Classification of Culture and Related Industries. For this legally significant document, the CPC Central Committee Propaganda Department, the National Bureau of Statistics, the Ministry of Culture, SARFT, the General Administration of Press and Publication, the State Administration of Cultural Heritage and other departments have devoted great efforts. The “Culture and Related Industries Classification” is based on the state of China’s cultural development and the direction of development. It is based on the classification of the national economy industry as the basis of the industry and the principle of the homogeneity of activities and the characteristics of the culture itself. It not only defined the concept and scope of the cultural industry in a statistical sense for the first time, but also laid an important foundation for the establishment of a scientific, systematic, and feasible cultural industry statistics system, and promoted the current reform of the cultural system and the development of the cultural industry. This clearly contributes to the unanimous views of all walks of life, the formation of consensus, and the overall strategic significance of the development of cultural industries.

On February 12th, the Minister of Culture Sun Jiazheng was reporting to nearly 70 domestic and foreign news media at a press conference convened by the State Council Information Office: “The cultural industry is a general concept. The cultural industry is composed of cultural enterprises, so the cultural enterprises are cultivated. Strengthening the main body of the cultural market is a very important task for us to develop the cultural industry."

The development of national policies and the situation has created an environment and conditions that have never existed before. According to relevant predictions, the annual output value of China’s cultural industry market is 480 billion yuan, currently only 180 billion yuan, and there are still 300 billion yuan in space. This is a huge market! Faced with this situation, I do not know how my colleagues in the graphic design industry feel? At present, the entire industry is far from being in a decentralized state of its own. It is like a small board in the sea. There is no experiential communication and information communication between each other, and there is no theoretical discussion and business mutual learning.

We must soberly recognize the great contrast between graphic design and reality and seriously explore our development space.

mission

Graphic design has gone through the process from the industrialized society to the informationized society. We have been influenced by the ideas of foreign civilization and artistic style in terms of concept, function, language expression and form of design. Under today's market economy conditions, modern graphic design art faces many new issues. For example, the trend of diversified development puts forward the needs of multiple colors; the new situation, new thinking, and new ideas that constantly appear in the way of human survival, which makes us The rules that have been used in graphic design in the past have been broken, the inherent symbolic phenomena have been deconstructed, and graphic design must be advancing with the times. The new historical mission requires all employees of graphic design to firmly grasp the direction of development, boldly conduct theoretical discussions and business innovations, and actively explore modern graphic design laws and theoretical systems with Chinese characteristics to meet the different needs of the market economy. The active guidance of the government and industry sectors is the key to standardizing the development of the industry. The Chinese Society for Cultural Management takes the lead in supporting and exploring the development of graphic design art and lays a good foundation for the industrialization of graphic design.

At present, there are still many unsatisfactory areas in the field of graphic design. For example, some graphic design works make the information they want to convey unrecognizable, but they are dazzled and do not know what it means and lose the purpose of design. Some graphic designers have relied too much on computer pre-programmed programs, lost their independent thoughts and ideas, distorted their works by distorting the information they wanted to express; some graphic designs are simply profit-making, and they are eager for quick success. Their works lack personality characteristics and independence. Style, simple and rough, no art life, etc., all seriously affect the prosperity of graphic arts.

From the perspective of international and domestic conditions, the development of cultural industries must be based on the possession and development of cultural resources. However, having cultural resources does not mean having cultural industry resources. The government's cultural policies and market access systems, as well as social cultural needs and consumption trends, and the development of corporate cultural products and services, are all factors that directly or indirectly affect whether cultural resources can become cultural industry resources. key. Accordingly, although graphic design has a broad cultural industry prospect, it can only be regarded as a cultural resource in terms of the current situation. To make it a cultural industry, national policies and social needs are no longer a problem. The real question is how to deal with graphic design practitioners as quickly as possible, whether from a social, economic, cultural perspective or from within the graphic design industry. The actual situation is sending out a common message - we should set up a platform for experience and information exchange for graphic design, discuss development plans, transfer the resources of graphic design to the big market of cultural industries as soon as possible, and then establish the appropriate management. And operating mechanisms, setting industry standards, and developing intermediary organizations to create favorable conditions and environment for the development of graphic design art.