Formulating the Creative Logic of Chinese Typography

Abstract

This study investigates the creative logic of Chinese typography as the central visual element in television commercials from China. Hong Kong, and Taiwan nowadays. It explores differences in the creative strategies employed in using Chinese written characters to produce meanings according to the traditional definition of the families of charatters and the basic commponent elements in Chinese written characters. Here, it examines three main concepts of creative logic which include piclograph adaptation, deconstruction. and reconfiguration of multi etemeni characters. By comparing the different design techniques in those outstanding examples from the three geographic areas, it illustrates the potential flexibility of visual design that is inherent within the basic rules of Chinese character usage. Also, it formulates and enhames the understanding of Ihe visual language in Chinese typography in the rmxlern context.