Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the workshopLiao Xi, Associate Dean of School of Design, Jiangnan University and Editorial Director of Creativity and DesignBringing courses to participants"Gangnam Maker and Brand Creation".
Starting from the most memorable "object", Vice President Liao Xi shared with the participants the history of brand image generation and the essence of brand, and explained the visual elements of brand in detail. He believed thatBranding is a shorthand symbol, a more effective communication code, consumers can reduce shopping time and increase the chances of purchase based on the highly memorable image.
Mr. Liao, Vice President of Jiangnan Design, combined the regional culture of Jiangnan with the essence of design, and deeply explained the core connotation of "Jiangnan-made objects". Taking the example of jade cong from Liangzhu culture, he pointed out that it still symbolizes nobility and good fortune in modern design, which highlights the eternal value of traditional objects. He emphasized that "natural creation" is the imitation and echo of nature, and that the deep connection between traditional ritual objects and nature has a profound influence on modern design. He believes thatThe design order of Jiangnan's artifacts is reflected in the high degree of unity of scientific and technological aesthetics, the design principle of form and meaning, and the symbiosis of multiple contexts..
He encouraged the participants to study the ancient artifact system in depth to find inspiration for innovative design, and demonstrated the influence of Jiangnan artifacts on modern design theory through award-winning designs such as the Koi KIO wine bottle, the Bamboo Bamboo Leafy Green Wine Package, and the Jingdezhen "Other Made" Fruit Plate.
Finally, Vice President Liao called on everyone to pay attention to traditional culture and Jiangnan artifacts, and to explore more possibilities of design research together.
Introduction of experts
Liao Xi, graduated from Shanghai Jiaotong University School of Media and Design, now serves as the vice dean of the School of Design of Jiangnan University, the chairman of the Young Teachers' Association, the editorial director of Creativity and Design, the teaching supervisor of Jiangnan University, the deputy secretary-general of Wuxi Folk Literary and Artistic Artist Association, and a member of the Artist Association of Wuxi City. He has won the second prize of National Teaching Achievement (twice), the first prize of Jiangsu Teaching Achievement (twice), the first prize of Jiangnan University Teaching Achievement (twice); he has been awarded the "Best Teaching Award", "My Favorite Teacher", "Excellent Graduation Design Instructor", "Excellent Graduation Design Instructor", and "Excellent Graduation Design Instructor" by Jiangnan University. "Excellent graduation design instructor" and other honorary titles. Presided over and completed the project of Humanities and Social Sciences Fund of the Ministry of Education, presided over the key project of teaching reform of postgraduate education in Jiangsu Province, the research and practice project of teaching reform of postgraduate education in Jiangnan University, the key project of teaching reform of undergraduate education and the project of quality engineering construction; participated in and completed the project of Humanities and Social Sciences Fund of the Ministry of Education and the major project of Jiangsu Philosophical and Social Sciences Key Research Base as a key member; published research papers in authoritative academic journals, such as CSSCI. He has published many research papers in CSSCI and other authoritative academic journals, and has guided students to win many awards in national design competitions.
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