摘 要

中国几千年的文明历史和优秀的传统文化能流传至今并不断发扬光大，汉字作为中国文化的核心发挥着不可替代的重要作用。德国汉学家雷德候在他的《万物》一书中写到“汉字深深地影响了中国人的思维模式。”中国汉字不仅仅作为信息交流的载体，还具有其他文字所不具备的“意象”美学特征。而这种“意象”对中国的美学特征有着潜移默化的影响，它不仅可以作为一种“有形”的视觉元素，又可以形成一种“无形”的意境。本文通过研究和分析汉字的“意象”美学特征，挖掘汉字“意象”与中国传统审美观念形成的关系，探索平面设计如何借助汉字的“意象”，使作品更具有文化内涵和生命力，在传达信息的同时激发消费者心灵的愉悦和升华。

汉字在远古的图画记事时代和甲骨文形成时期就奠定了象形特征，它以“象形”为本源，是古人通过描绘勾勒来记录事物的轮廓、特征的过程，也是运用智慧将事物的精髓抽取达到“形象”的简化过程，在这个创造过程中将主观感受和思想延展融入其中从而形成汉字的深远意境。汉字具有字母无法比拟的意象特征，从而促发本研究对汉字“意象”的美学特征进行分析和厘定，进而挖掘汉字意象所具备的“有形图象”和“无形意境”的美学特征。将这两个特征带入平面设计进行总结分析，可使汉字不仅具备传递信息的功能，也成为具备民族性和生命力的视觉语言。以文字为主要视觉元素的优秀作品，它使不识其文者通过图形能够“看”出其意，使识其文者能“读”出其理，这样的视觉表达富有感染力，是一种具有独特魅力的艺术形式。

中国设计应在坚持中国民族特色的基础上，融合信息传达的功能，为中国设计的发展提供条件和基础。将汉字的意象美学特征带入设计，有利于视觉元素的丰富，同时也传达出中国式美感，使平面设计具有浓郁的中国气息，以便在国际竞争中增强识别性和竞争力。

Abstract

For thousands of years of Chinese civilization and the outstanding traditional culture continue to be carried forward, chinese characters as the core o plays an important role in the culture. the German LeiDeHou write in his book “the chinese impact on the people's minds." the chinese characters are not merely as an exchange of information, also has aesthetic characteristics of the "image". The "image" include invisible and formative influence, it can not only as a "visible" visual element and may form an "invisible" by the artistic. This research analyze the "image" aesthetic characteristics, relations with Chinese characters to explore the design of the "image", aim to work more cultural implications and vitality. In conveying information and stimulate consumer in the enjoyment and lifted

In ancient time ,inscriptions on bones or tortoise shells of the Shang Dynasty a long time period laid, depicted to record the rough outline of procedure and wisdom will be drawn up to the essence of things "image" of simplifying procedures, in the creation process will be extended to the subjective experiences and ideas with which the characters of reaching meaning. With the letter bears no comparison with the chinese image feature to urge the present study of chinese characters "image" aesthetic characteristics analyse and role, then digging the images in the "image" and "invisible" of  aesthetic characteristics. Review and analysis these two features to design, may become a nationality and vitality of visual languages.  In the field of visual elements of the best works, it is through graphic these article to "see" a bleak, so its text to "read" out of their right visual express contagious, is a special charm form of art.

   The design should be on the basis of Chinese cutual relation with messages ,for the develop of design. The characters for aesthetic image feature to design, visual element conducive to the rich and beautiful, and express chinese graphic design is typical of the chinese community, in order to enhance the recognition of international competition and competitiveness.