Iron Graphics, Illustration and Visual Communication Design · 2023
Lucky Tiger Welcomes New Year Illustration
- A' Design Award 2023 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2023
- CLIENT: Kiwifruit Kiwi World
- Estimated Number of Design Views: 9,518
- Verification code E7C36B1DCC · Verify this award
About Lucky Tiger Welcomes New Year Illustration
Lucky Tiger Welcomes New Year combines zodiac signs with traditional Chinese paper-cut elements, making the design look like looking out from a window frame, while auspicious animals roll gold coins outside, as if bringing wealth. The overall use of spring-like colors, abandoning the traditional red color, and adding a lot of flowers and plants, because the pronunciation of flowers and fortune is similar (in Chinese-speaking areas), it seems that this year has good luck for fortune.
Press Kit
- Unique Properties
- The Chinese zodiac combines traditional Chinese paper-cutting as elements, adopts novel colors to escape the traditional red system, and focuses on the image of spring, and integrates a large number of flowers and plants to imply the concept of "Harvest", indicating to make a fortune!!
- Dimensions & Packaging
- Postcard: 105mm x 148mm 400P thick card
Spring Festival couplet: 150mm x 150mm
Red Packet: 95mm x 90mm - Tags
- New Years, festivals, greeting cards, blessings, red envelopes, zodiac signs, tigers, paper-cuts, illustrations
- Production Technology
- Illustrator software rendering, combined with photoshop image material synthesis.
Digital printing is adopted to faithfully present the performance of the illustration itself. - Design Challenge
- Combine the image of a tiger with the concept of paper-cutting, simplify the shape but have richness, and match some traditional festive elements, so that the whole integrates modern and traditional aesthetics
- Project Duration
- Draw in January 2022, complete in February 2022, and send a postcard to congratulate
- Operation Flow
- It is printed with auspicious symbols, so that those who receive blessings can feel it, so as to get good luck!!
- Research
- New Year's blessing is a traditional custom, using the combination of zodiac signs and illustrations to convey good luck and maintain the value of the custom.
- Inspiration
- Originating from traditional Chinese festivals, it celebrates the beginning of the year, and uses the zodiac represented by the year as the auspicious beast, symbolizing good luck, bringing good luck and wealth to everyone, and sending good blessings to everyone.
- Image Credits
- Image #1 : Illustration Hsiao Yun Tseng 2022.
Image #2 : Illustration Hsiao Yun Tseng 2022.
Image #3 : Illustration Hsiao Yun Tseng 2022.
Image #4 : Illustration Hsiao Yun Tseng 2022. - Patents
- Copyrights belong to Hsiao Yun Tseng,2022
Colors of Lucky Tiger Welcomes New Year Illustration
Grand Interview about Lucky Tiger Welcomes New Year Illustration
因為向量的特性偏色塊的呈現，而去融合剪紙的特性，並運用自己擅長的漸層效果，使創作有了屬於自己的風格特色。Because of the characteristics of vectors, the color blocks are presented, and the characteristics of paper cutting are integrated, and the gradient effect that I am good at is used to give the creation its own style.
主要想表現出迎接春天，新的開始的概念，春天的百花盛開的氣象，如同新年般的好意象。The main idea is to express the concept of welcoming spring and a new beginning. The scene of flowers blooming in spring is a good image like the New Year.
剪紙的特性讓我在此次的創作中更懂的簡化造型，讓主體的形態的辨識度更好也比較富有逗趣性。The characteristics of paper cutting allowed me to better simplify the shape in this creation, making the shape of the subject more recognizable and more interesting.
運用窗框的方式除了可以表達出概念性的需求外，也像一個舞台一樣，讓生肖虎登場，使主體更加倍強化!!而窗框在東方使用上也常會添加代表吉祥的圖像，希望替家裡帶來好運的意圖。In addition to expressing conceptual needs, the way of transporting window frames also acts as a stage for the zodiac tiger to appear, making the main body more multiplied! !
主要是先設想好吉祥用語，並帶入視覺。而在台灣常會運用諧音的方式來替換，增加趣味性。而這樣的文字遊戲剛好也能運用到插畫視覺中。像是"虎咬金"，意思是帶來財富，滿滿的花卉點綴也是象徵著發財，花的發音類似台灣方言"發財"的音，也就剛好運用到符合整個主題的插畫。The main thing is to first think of auspicious words and bring them into the visual. In Taiwan, homophones are often used to replace words to increase interest. Such word games can also be applied to illustrations. For example, "虎咬金" means bringing wealth, and the abundant floral embellishments also symbolize getting rich. The pronunciation of flowers is similar to the Taiwanese dialect "Get rich", which is just right for the illustration to fit the whole theme.
在執行中有參考不少傳統畫作與老虎剪紙等的樣式，都有助於將老虎角色簡化。並將剪紙常見的的花紋特性運用到此次的老虎角色，也將富含春天意象與諧音發財的花元素放入其中。During the execution, many traditional paintings and tiger paper-cuts were referenced, which helped to simplify the tiger character. The common pattern characteristics of paper-cutting are applied to the tiger character this time, and flower elements rich in spring imagery and homophonic to "get rich" are also incorporated into it.
在色調上一開始就先設定好主要的基調(粉、黃、淺藍綠)，並以老虎角色為主，花卉為輔，在不同的項目運用上就能保持有一致性。In terms of color tone, the main tone (pink, yellow, light blue-green) is set at the beginning, with the tiger character as the main character and flowers as the auxiliary, so that consistency can be maintained in the use of different projects.
這些收穫真的出乎意料之外，但也因為此次的收穫，後來的新年都會開始有以主題性的發揮，也挑戰不同的表現方式。覺得以一些現代設計的方式來表現這個傳統新年的作品，更讓年輕族群有一起關注並延續傳統。這是我喜歡執行的原因之一~These gains were really beyond my expectations, but because of this gain, every New Year will start to have a theme and challenge different ways of expression. I think that using modern design methods to present this traditional New Year work will attract the attention of young people and help them continue the tradition. This is one of the reasons why I like execution.
在設計角色老虎時，一開始就有想在頭像上運用很多剪紙常見的雕花來象徵虎紋。但自己最喜歡的表現就是眼睛!原本僅是單純的使用錢幣的圖象表現眼珠，因為文字諧音的運用，而去想到可以改為花的樣式來去展現眼睛(象徵發財)。就這樣一個帶有獨特又富含祝福的眼睛就出來了。老虎角色本身就是財虎，帶來滿滿的新年祝福。When designing the character of the tiger, I wanted to use a lot of carvings commonly seen in paper cutting on the portrait to symbolize tiger stripes. But my favorite expression is the eyes! Originally, I just used the image of coins to express the eyeballs, but because of the use of homophonic words, I thought of changing it to a flower style to express the eyes (symbolizing wealth). Just like that, a pair of eyes that are unique and full of blessings emerge. The tiger character itself is a tiger of wealth, bringing full New Year blessings.
雖然並非完全採用剪紙的表現方式來展現，但運用這樣的方式來與插畫作結合，覺得是一種很有意思的表現。單純的剪紙有時僅是單色造型上的呈現，但與插畫的結合除了可以運用漸層來展現層次，也能表現出更多獨特性。Although it is not entirely presented in the form of paper cutting, I feel that using this method in combination with illustrations is a very interesting expression. Simple paper cutting sometimes only presents a monochrome shape, but when combined with illustrations, in addition to using gradients to show layers, it can also show more uniqueness.