Ping Hu, Lian Feng

(Sichuan Huaxin Modern Vocational College)

Abstract：

Based on the perspective of globalization, this article summarizes and generalizes the two different situations or forms of global localization and local globalization faced by Chinese culture in the cultural contact between China and the world through the concepts of "inviting in" and "going out". One is the graphical phenomenon presented by Chinese character design under the influence of global design language, and the other is the new English calligraphy designed by Xu Bing, which actively adjusts its cultural structure locally; And provide a side perspective and argumentation on different types and properties of design phenomena with text as the theme.

Key Words：

cultural globalization; global localization; local globalization; Chinese character design; national image metaphor