Song Lixin, Ph.D., associate professor, doctoral tutor. Hunan Yongshun County, was born in February 1967, Tujia. Head of Teaching of Visual Communication (Identification) Module, School of Design, Hunan University. He graduated from Hunan University in industrial (styling) design; his master's degree mainly focuses on visual communication (identification) design; his doctoral degree focuses on urban landscape and environmental art design.
Academic part-time
Director of Hunan University Image Design Research Center
Director of the Hunan Provincial Situation and Countermeasures Research Association
Researcher of Hunan Urbanization Research Center
Main research directions
Design art philosophy (modeling principles and methods), visual communication design, brand image recognition, visual environment art, public art landscape, tourism landscape planning.
Professional design
Urban image design, visual communication design, corporate image design, tourism landscape planning, landscape environmental art, commercial project planning, product design management.
Main courses
"Design Semiotics"," Cultural and Creative Studies"," Logo Design", "Image Recognition Design"," Design Art Philosophy", "Principles and Methods of Plastic Art".
Academic perspective (based on phenomenological design art modeling principles and design methods):
Bauhaus believes that "art is above all methods, and it cannot be taught by itself." All the scientific dialectical methods that attempt to "art data" will eventually push the art farther and farther. The famous Bauhaus faculty John Eaton once advised the students: "If you, inadvertently, have the ability to create masterpieces of color, then unconsciousness is your truth, but if you don't have the ability to break away from your unconscious to create a masterpiece of color. Then you should go to pursue rational knowledge." "Book of Rites" 曰: The study of the question, is not enough to be a teacher. Therefore, the teaching method of designing art and rationality is even more urgent. As we all know, the core content of design is art design. At present, the basic courses of design art in colleges are mostly composed of plane composition, three-dimensional composition, color composition, etc., and more aesthetic principles or visual psychology are emphasized, emphasizing "order" and "symmetry." "Experience accumulation of the formal principle, using the "addition", "subtraction", "deformation" and other deconstruction methods for basic training and creative design, this expectation through the "formal law" training, allowing students to imitate, by student form The accumulation and replacement of regular subjective experience to create artistic forms is unable to grasp the expression of the essence of art and its charm. As for the hope to use the instrumental method to measure or scientifically analyze the law of beauty, and to use the semantic interpretation of semiotics to carry out artistic design, it will inevitably lead students to confuse the essence of design art and think that it conforms to the expression of "formal law". It is an art design that loses the styling ability of art design. The reason why the above design art modeling method can not systematically cultivate students' design art modeling ability is because this teaching method lacks the strict logic that scientific methods should have, and it relies entirely on the level of students' personal talents and the quality of their feelings. Let's create the art form, why? It may be that the contemporary design art education theory comes from the academic aesthetics of the inertia of thinking, that beauty is an entity (material or spiritual), and this traditional metaphysical concept will inevitably lead to the opposite way of thinking between the host and the guest, so that the artistic modeling The research perspective only stays in the fields of visual physiology, design psychology and design symbols, and lacks in-depth thinking on the nature of art form. Phenomenology believes that beauty is not in me, nor in things. Although it is inseparable from things and me, it is the result of the intentional activity of the mind. It is a kind of relationship existence, not belonging to the ontological category, nor to Epistemological category, which belongs to the category of ontology and value theory. Beauty is neither an abstract material nor a mysterious spirit. It is a manifestation of the "truth" of the human life world (that is, the "innocence and goodness" in the traditional sense). Therefore, it is necessary to use the phenomenon to solve the modeling problem of design art. The method of learning systematically studies the nature of beauty and art.
Academic innovation
Through systematic analysis of relevant courses and teaching contents of contemporary art schools in the world, as well as interpretation of various aesthetic systems and aesthetic methods in East and West, plus Husserl’s phenomenological method, Heidegger The ontological phenomenology, Merleau-Ponty's perceptual phenomenology, Dufhaina's aesthetic phenomenological research, the use of the "existentialism" approach and the philosophical view of China's Yangming psychology, the development of a new Based on the principle of phenomenological design art, it fills the gaps in the world of design art theory. Using the phenomenological design art modeling principle, the deduced design art design method (a priori reduction, intuitive concept, and temperament) has been successfully applied in the urban color design of Yongan City, Fujian Province, one of the top ten charming cities in China. In the world of urban color design academic field, a new design method has been introduced. The academic achievement has been published by China Construction Industry Press, "City Color Image Recognition Design", and the paper "Urban Color Image Recognition Design Research" was also published. The domestic authoritative journal "Packaging Engineering". At the same time, the method has also successfully studied the character art design of the 12.98-meter-high Xin female statue in Xinsi Square, Xiangxi County, Xiangxi County, with a total investment of about 5 million yuan. The results paper has been published in the domestic authoritative journal "Decoration".
Academic goals
Based on the philosophy of Western "Phenomenology" and the philosophy of "Yangming Xinxue" in the East, deeply studies the essence of beauty and art.According to the design art modeling principle,study the design method of product art, the design method of visual art, and the design method of landscape environment art, in order to form a systematic learning textbook that is conducive to cultivating the modeling ability of design art students.
Representative works
In 2014, he presided over the completion of the open invitation project “Design and Construction of Xinn Female Statue in Xinxi Square, Luxi County, Xiangxi County”. The project results were reported in the full version of the “Unity Newspaper” of Xiangxi Prefecture, and the special report of “Journal of Hunan University” was published. The domestic authoritative journal "Decoration" (the statue is 12.98 meters high and the total investment is 500 yuan).
In 2009, he hosted the National Development and Reform Commission's open bidding project “Hunan Martyrs Memorial Tower Emboss Design and Construction Project” (a total of 7 reliefs, with an area of 146m2 and a total contract value of 3.73 million).
In 2014, he presided over the project “Design and Construction of Ethnic and Intangible Cultural Embossed Cultural Walls in Xinxi Square, Xiangxi County, Xiangxi County” (a total of 7 reliefs with an area of 220m2 and a total investment of about 3 million yuan).
In 2014, he presided over the project “Landscape Art Design and Design of Xinnian Square in Xiangxi County, Xiangxi County”. The landscape environmental planning and design achievements were awarded the title of “The Most Beautiful Landscape Architecture in Xiangxi” by the Xiangxi Government through the Internet. It was selected as a three-level tourist attraction by the provincial tourism department (square area of 24,000 square meters, with a total investment of about 30 million yuan).
In 2014, he presided over the project of “Landscape Art Design and Design of the Shejiang Building in Tunxi County (Quyuan). The landscape and environmental planning and design achievements were awarded the title of the most beautiful landscape buildings in Xiangxi by the Xiangxi government through the network, and were selected as 3A-level tourist attractions by the national tourism department (planned design area of 12,000 square meters, total 5 floors, floor The height is about 40m and the total investment is about 30 million yuan).
In 2013, the project completed the “Landscape Planning and Design of the Tourist Image of Shennong Rice Field Park in Anren County, Hunan Province”. The landscape and environmental planning and design achievements were selected as 4A-level tourist attractions by the National Tourism Department. The CCTV special broadcast was about 3 minutes. Hunan Daily News Special report (park planning and design surface 20000000m2, total investment of about 300 million yuan).
In 2013, he presided over the completion of the public invitation project “Landscape Planning and Design of Residential Building Facade along the S212 (Yongxing-Anren) Highway in Anren County, Hunan Province”, becoming the first landscape road in China based on the cultural characteristics of Xiangnan. There are about 2,000 residential buildings with a total investment of about 150 million.
In 2013, he presided over the “Landscape Planning and Design of Shen Pesticide Wang Street (Fenggang Road) in An’an County, Hunan Province” (planned and designed residential buildings with a total length of 1200m and a total investment of about 60 million).
In 2010, he hosted the project “City Image Positioning and Urban Color Design of Yong'an City, Fujian Province”, one of the top ten charming cities in China. In the world of urban color design academic field, a new design method has been introduced. The academic achievement has been published by China Construction Industry Press, "City Color Image Recognition Design", and the paper "Urban Color Image Recognition Design Research" is also published in China. Authoritative journal "Packaging Engineering".
In 2000, he hosted the project of “Hunan Guzhang Tea Enterprise Image Recognition Design and Guzhang Tea Packaging Design”, one of the top ten famous teas in China. "Guzhang Tea Packaging" won the "Zhongnan Star" Bronze Award; "Hunan Star" Silver Award and "Hunan Native Product Packaging Competition" Gold Award. "Guzhang Tea Packaging Design" was included in the 2001 edition of the "China Design Yearbook" (P61).
In 2002, he presided over the completion of the national open tendering project “Changsha City Image (CI) Positioning and Design Research” hosted by the Changsha Municipal Government. The project results “Hunan Changsha Orange Zizhou Landscape Environment Conceptual Planning Design” was published by Hunan Satellite TV and Hunan. The Daily News, Sanxiang Metropolis Daily, Xiaoxiang Morning News, Hunan University Journal and other media reports, the concept of achievement replaced the planning plan submitted by the Pan-Asian Asia-Pacific Company commissioned by the Changsha Municipal Government. Nine major projects were adopted by the Changsha Municipal Government.
In 2014, the “Zhangjiajie World Geopark Museum Display Design” project, which hosted the World Natural Heritage, was 1800 square meters with a total investment of about 25 million.
In 2012, he presided over the completion of the Chinese Red Army's "Xiang Echuan River Revolution" according to the Landscape Planning and Design of the Taty Martyrs Cemetery (planned area of about 250,000 square meters, with a total investment of about 50 million).
In 2006, he hosted the “Shenzhen Pingao Gifts Co., Ltd. Strategic Design Management Research” project of the famous domestic gift design and development company.
In 1995, he presided over the completion of the “Jiansha Baojianbao” Bus Bus Station Landscape Planning and Art Design Project of China Jianlibao Group Co., Ltd. (a total of 40 bus stations with a total investment of about 4 million).
In 1990, he hosted the export of trademarks and refrigerator shapes and packaging designs of Hunan Zhongyi Electric Group (later in cooperation with Electrolux of Italy) (a total of about 1 million units were produced).
Main papers
"Urban Plaza Landmark Character Design: Taking the Design of the Statue of Xincheng Statue in the City Square of Xiangxi County as an Example" (Authoritative "Decoration", 2014.08)
"Research on Urban Color Image Recognition Design" (authoritative "Packaging Engineering", 2015.12)
Design and Implementation of Mobile Phone Service for Specific User Groups (Authoritative Decoration, 2010, Issue 3)
"The tangible is born invisible - on the creative logo in CI" (authoritative "decoration", 2003, issue 5)
Research on Urban Sustainable Development Based on Image Design (CI) (Hong Kong, China Sustainable Development, 2003, Issue 2)
"Research on Tourism Poverty Alleviation and Development of Ancient Towns in Western Ethnic Areas" (Core "Financial Economy", 2005, Issue 5)
Positioning Research on the Creation of City Image (CI) (2004 International Industrial Design Conference, Mechanical Industry Press, May 2004)
"A study on the CIS Design Management Target" (Proceeding of 2005 International Conference on Management Science and Engineering) (ISTP included)
"Building an Eco-leisure Huxiang Culture Aircraft Carrier - Orange Island Development Strategy" (Core Journal of Kunming University of Science and Technology, 2003, 4)
"Study on the Protection and Construction of Changsha Historical and Cultural City" ("Star City Strategy" P170-212, Social Science Literature Publishing House, June 2004)
"Changsha City Image (CI) Positioning and Design Research" ("Star City Strategy" P57-118, China Theater Publishing House, March 2003)
"On Industrial Design and Its Functions" (Core Design Trends, 1989, Issue 4)
Main works
"City Color Image Recognition Design", monograph, China Building Industry Press, 2014.5;
"Twelfth Five-Year" National Planning Textbook "Introduction to Industrial Design", Co-author, Mechanical Industry Press, 2011.6;
"Plane Composition", co-author, Beijing Institute of Technology Press, 2010.9;
"Star City Strategy" 2003 volume, deputy editor, Social Science Literature Publishing House, 2004.9.
Research projects (portrait)
In 2009, he hosted the National Development and Reform Commission's open bidding project “Hunan Martyrs Memorial Tower Emboss Design and Construction Project” (a total of 7 reliefs, with an area of 146m2 and a total contract value of 3.73 million).
In 2002, he presided over the project of Hunan Provincial Social Science Fund (No. 02YB28), “Study on the Countermeasure of Economic Development and Humanization of Urban Brand Image (CI) in the Ethnic Areas of Hunan, Hubei and Guizhou Provinces”.
In 2003, he presided over the soft science project of Hunan Science and Technology Department (No.: ZRN1012), “Changsha City Image Positioning and Design Research”.
In 2004, he hosted the Soft Science Project of Hunan Science and Technology Department (ZRN1002), Research on Social Credit Evaluation Index System.
In 2005, he presided over the project of bidding for the Social Science Planning Office of Changsha City (No. 005), “Study on the Development Strategy of Changsha SMEs”.
In 2002, he presided over the project of bidding for the Social Science Planning Office of Changsha City (No. 003), “Research on the Protection and Reshaping of Changsha Historic and Cultural City”.
In 2003, he participated in the National Natural Science Foundation of China (No. 7024007) and the follow-up study on the archives of important figures in Chinese management science, ranking fifth.
In 2002, he participated in the Humanities and Social Sciences Project of the Ministry of Education (No. 02JD720001) and the History of Modern and Contemporary Technological Innovation in China, ranking sixth.
In 2006, he participated in the 11th Five-Year Plan of Hunan Province, "Research on Campus Culture Countermeasures of Radiation University of Yuelu Academy", ranking third.
In 2006, he participated in the Natural Science Foundation of Hunan Province, and ranked “The Psychological Causes and Empirical Study of the Securities Market Value Investment Strategy” (05JJ30215).
Horizontal project (host)
In 2007, "Hunan Jinyu Jade Textile Co., Ltd. Corporate Image Design".
In 2004, "China Tujiayuan Tourism Commodity Market Brand Image Planning and Design".
In 2004, "Changqing Yongshun County No. 1 Middle School Campus Culture Image Recognition Design".
In 2002, "Hunan Province Biopharmaceutical Enterprise Image Design".
In 2000, "Sangzhi County, Hunan City Image Design".
In the research projects
Presided over the project of “Development Strategy and Landscape Environment Planning and Design of Chayuan Village (Shenong Tea Culture Park) in Xiadong Street, Chaling County, Hunan Province.
Hosted the project of “Planning and Design of Tourism Brand Image Recognition System of Shennong Rice Field Park in Anren County, Hunan Province”
Main awards
Won the "Zhongnan Star" bronze medal.
"Hunan Star" Silver Award. (Guzhang Tea Industry CI).
Won the gold medal of "Hunan Native Product Packaging Competition". (Guzhang Maojian packaging).
Won the "2003 Changsha Social Science Research First Prize". (Question: Changsha City Image Positioning and Design Research).
Won the "2003 Changsha Social Science Research First Prize". (Question: Research on the protection and construction of Changsha historical and cultural city).
Won the title of "2014 the most beautiful landscape architecture in Xiangxi". (Project: Landscape Environment Art Planning and Design of Xinnian Square in Tunxi County, Hunan Province).
Won the title of "2014 the most beautiful landscape architecture in Xiangxi". (Project: Landscape Environmental Art Planning and Design of Shujiang Building in Tunxi County, Quxi County).
Works included
“Design of Urban Public Facilities in Yong'an City, Fujian Province” P102-103, “China City Image Design Yearbook” (2009), Yunnan Fine Arts Publishing House, 2009.
"Design of Urban Guided Design in Yong'an City, Fujian Province" P112-113, "China City Image Design Yearbook" (2009), Yunnan Fine Arts Publishing House, 2009.
"Guzhang Tea Packaging Design", "China Design Yearbook" (P61, 2001 edition), Kyushu Publishing House, 2002.
