Transformation and Communication of Traditional Aesthetics in Guochao Visual Design
国潮视觉设计中的传统美学转化与传播

摘要

国潮视觉设计已由传统符号装饰转向文化意义、产品体验与媒介传播的综合建构。文章采用文献分析、 行业数据描述与机制研究，将传统美学概括为意象、秩序、气韵和物质工艺的关系结构，提出“文化考据— 审美解码—形式转译—场景适配—传播再生”闭环。研究发现，符号拼贴、模板化审美和平台流量导向削弱 了文化解释。应以分层叙事连接识别、理解与认同，以跨媒体验和社群参与促进意义再生产，并通过双重评价、 版权治理和AIGC披露保障国潮设计的持续创新。

Abstract

Guochao visual design has shifted from traditional symbolic decoration toward the integrated construction of cultural meaning, product experience, and media communication. Through literature analysis, industry data description, and mechanism research, this paper summarizes traditional aesthetics as a relational structure composed of imagery, order, spirit resonance, and material craftsmanship, and proposes a closed loop of “cultural textual research–aesthetic decoding–formal translation–scenario adaptation–communication regeneration.” The study finds that symbolic collage, templated aesthetics, and platform traffic orientation have weakened cultural interpretation. Therefore, layered narratives should be used to connect recognition, understanding, and identification, while cross-media experience and community participation should promote the reproduction of meaning. In addition, dual evaluation, copyright governance, and AIGC disclosure should be adopted to ensure the continuous innovation of Guochao design.