【Abstract】The current society is developing rapidly，and more and more attention is paid to international cultural exchanges. In order to promote traditional Chinese elements，take the famous visual communication designer Jin Daiqiang① as an example，analyze his relationship with ink and wash and the style and characteristics of his ink and wash poster design，so as to better understand the role of traditional culture in modern graphic design.

【Keywords】Jin Daiqiang，Ink Painting，Poster Design

In todays world，only the Chinese culture that has been in the same line and has never been interrupted is the Chinese culture that has experienced more than five thousand years. The ink and wash element is a unique language in Chinese traditional culture. Essence. Jin Daiqiang's poster design gives full play to the characteristics of ink flow and rich ink color levels，emphasizes the natural form of expression，and integrates Chinese and Western cultures，making his works richer in times and individual characteristics.

Different societies，different regions and different eras have derived unique visual languages. The significance of the inheritance of tradition is not to maintain the tradition rigidly，but to innovate on the basis of the tradition，so that the tradition has new vitality. On the issue of design，Jin Daiqiang belongs to the fusion school，and he advocates showing the charm of Chinese culture in the visual language of modern design. In his design，ink and wash is not only a visual element，but also permeates more humanistic care. He displays the formal language of ink and wash properly，so that this kind of visual language originally belonging to the niche group space naturally appears in the public space. His design style benefits from his achievements in ink painting and calligraphy，combining the new and the old with refined techniques，and turning abstract calligraphic elements into concrete images.[1]

Mr. Jin Daiqiang's poster design is well-known，the simple Western design form reveals the rich oriental characteristics，and the permeating Chinese cultural heritage fascinates the viewer. Jin Daiqiang's poster designs at the mature stage of his design style mostly took Chinese ink and wash elements as the themes. He took in the long-standing Chinese calligraphy and traditional Chinese ink painting art as fresh elements that had never appeared before in the design field as his creative inspiration and elements. And in an understatement，rich in traditional oriental aesthetics and artistic conception into the poster creation，and achieved great success. Most of his poster designs use white as the background color，and leave a large area of white space，inheriting the combination of virtual and real in Chinese paintings and a strong sense of space，while the relative ink brush strokes and lines are usually simple and light，like Chinese paintings that permeate the entire design. One body，slowly flowing out of vivid vitality.

Mr. Jin Daiqiangs poster works represent his own understanding of Chinese culture and thought. The use of traditional cultural elements and their connotations in the design works，and the combination of traditional ink and wash elements with poster design works not only adds vitality to the work，but also At the same time，the works are full of traditional culture and artistic heritage.

Interpreting Jin Daiqiang's poster design will help us make our own understanding，interpretation and reconstruction of traditional ink and wash elements，and then achieve flexible use of traditional Chinese culture. The use of pen and ink in the design is not superficial，but with real thoughts and feelings. Purposeful selection and use of traditional "significant forms"，blended into different historical cultures and styles，so that the work reflects the distinctive historical and cultural connotation and a strong sense of nationality and times.[2]

References：

[1]Jin Daiqiang. Visual communication design practice [M]. Shanghai：Shanghai Literature and Art Publishing House，2005.

[2]Chen Ruijun. Ma Chao. Jin Daiqiang poster design analysis [J]. Packaging World，2012.

注释：

①Jin Daiqiang：Born in Panyu，Guangdong Province in 1942，he is an international graphic designer.

作者简介：

祝彤（1996.01），女，汉族，山东省聊城市，齐鲁工业大学（山东省科學院）艺术设计学院，19级硕士研究生，专业：视觉传达与媒体设计。