On the application of calligraphy art in packaging

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On the application of calligraphy in packaging design

Chinese calligraphy is an independent art of writing Chinese characters with steel with a brush stack thickness or diameter greater than 60 mm. Chinese square characters (i.e. Chinese characters) are one of the three ancient characters in the world. The other two are the pictographic characters of ancient Egypt and the cuneiform characters of the Sumerians and Babylonians. Later, these two kinds of characters were interrupted, but Chinese characters have been developed and continued to this day. In addition to its practicality, as a tool to record language and a medium to convey feelings, Chinese characters also have its artistic characteristics, which show people's emotional activities and psychological feelings, etc. through the length of Chinese characters themselves and other elements such as different visible strokes, the line quality, direction, size form a charming Chinese character. We should admit that since the emergence of Chinese characters, the art of calligraphy has followed, because the composition of Chinese characters has a pursuit of beauty. Through the writing of brush, Chinese characters make seal characters, official script, regular script, line, grass and other fonts have high aesthetic value and artistic characteristics, which is China's unique calligraphy art

calligraphy is an abstract art, and its connotation is implicit, hazy, vivid and rich through the appearance of stippling. As the saying goes: every line is unreasonable. For example, singing, dancing, piano, chess, poetry and painting all have the same reason with calligraphy. Calligraphy has the melody of music. In silence, it is full of chapters with fast and slow harmonious rhythms and the unity of strength and weakness. It is silent music; Calligraphy has the grace of dance, the movement of pitching and jumping, and it is a static dance; Calligraphy has literary rules, transitions, echoes, climaxes, highlights, and endings. It is asynchronous and convergent literature; Calligraphy has the business position of painting. It is a colorless painting with the combination of falsehood and reality. In addition, calligraphy also has the rhythm of poetry, the arrangement of chess, and so on

with the development and progress of the times, the acceleration of the information society, the unprecedented competition of the market economy, various sister arts blend with each other, connect with each other, and learn from each other. The visual communication design in modern design is also absorbing various new nutrients, such as the rational configuration of Chinese characters, the artistic style of Chinese calligraphy, and the trends and achievements of modern design at home and abroad, which are all problems faced by every designer. There is no doubt that there is a big gap between China's overall design level and that of developed countries. After China's accession to the WTO, if domestic goods want to have a certain competitiveness in the world, in addition to product quality, packaging and decoration design is a problem that cannot be ignored. We must learn from the new methods, new ideas, new materials, etc. of foreign design, so that China's packaging design level has a new breakthrough to participate in international competition. However, while learning from foreign excellent designs, we must not ignore the most distinctive and representative things of our nation. Throughout the previous World Star Awards, China's award-winning works have higher processing efficiency to meet future needs, and most of them prove the truth that the nation is the world. In Japan, some excellent designers have already integrated the art of calligraphy into the design, and have formed the Japanese packaging design style. Such a design theme is prominent, the transmission of information is accurate, and the visual impact is strong, which can attract the attention of consumers, so as to arouse people's desire to buy, and most achieve the purpose of promotion. The Japanese like Chinese characters very much and have a thorough study of Chinese calligraphy. Chinese calligraphy was introduced to Japan as early as the Tang Dynasty. Through repeated exploration and practice, the Japanese have formed a calligraphy art form with Japanese characteristics. Japanese designers widely use calligraphy fonts for creative design, and ink culture is well reflected in commodity packaging. Calligraphy fonts have different styles because of their different ages, and their application in decoration design has a unique effect. It has rich expressiveness and artistic appeal, and can fully reflect the regional cultural characteristics of commodities. In the process of creation, the designer fully considers the characteristics of the commodity itself and pays attention to the coordination relationship with other design elements. Font design or natural and smooth, ink splashing freely; Or fresh and elegant, dignified and beautiful. The form is colorful, full of rhythm and rhythmic beauty. It has a strong visual impact and can add infinite charm to the picture. We can feel the charm of Chinese traditional culture in Japanese packaging. China is the originator of calligraphy art, but Japan is ahead of China in design, which is a problem that attracts the attention of Chinese designers

in visual communication design, graphics, text and color are the basic elements of a work, while graphics and text play a leading role. Words are becoming more and more important in design, so packaging designers are required to be innovative in graphics, words, colors and so on, and strive to be novel and unique in conception. Some designs often linger in the changes of fine art characters, but there is little application and further research on calligraphy art. Of course, fine art characters have their own advantages. They have the beauty of tidiness, standardization and preciseness. However, some packaging designs are too strict and rigid, and lack of humanity, which can not reach an ideal realm, and calligraphy can make up for these deficiencies. The use of ancient characters can make people feel precious and antique about packaged goods, which is especially suitable for the packaging design of antiques, jewelry, jade and native products; The use of formal script will give people a modern, solemn and neat feeling. The font has the characteristics of stable knot, solid pen and heavy ink. It is suitable for a variety of mechanical and electrical products, light industrial products, food and beverage, etc; The use of seal script will give people the quality of Yongke generosity, simplicity and elegance. The font is full of bones and muscles, powerful and round, and full of gold and stone; In particular, the abstract interest of seal script is often artistically applied in modern seal cutting, which can accurately measure the actual impact resistance of experimental objects. Therefore, in modern applied art, especially domestic designers mostly apply seal script to New Year cards, invitations, badges, patterns, etc. The official script is strong, weak, weak, weak, solid, leaning back, fat, thin, round, and of primary and secondary size; The physique of cursive script is indulgent, prioritized, gentle, unrestrained, and continuous, giving people the artistic conception of moving and flying; The thickness of running script reflects each other, with both movement and stillness, and the beauty of masculinity. Cursive script is also flexible and lively. It also has the characteristics of easy recognition of font and fast writing. It is widely used in tobacco and alcohol packaging, book packaging, advertising posters and other aspects. This aesthetic feeling in calligraphy art helps us to give deeper play to the theme we want to design, so as to achieve better design results. In short, the proper use of calligraphy will give people a very high aesthetic realm, even foreigners who do not understand Chinese are inclined to it. Its beauty and appeal can not be replaced by fine art words

in recent years, calligraphy art has been paid more and more attention by the design community, and some excellent packaging works have emerged. These works not only make consumers appreciate the beauty of calligraphy art, but also have high collection value. In many tea packages in China, cursive or cursive writing on a light green base and a cup of pure tea on the lower right not only have a good effect on decoration, but also coordinate with the essence of goods. The cover design of some books, especially the books with heavy traditional culture, are often inscribed by calligraphers, with a little beautification, which has the quality of elegance and rich connotation. In the packaging of some flavor snacks and convenience foods, the text arrangement is rich, and the performance effect of lively, jumping and dynamic is pursued. In the packaging of electronic information products, simple, fashionable and eye-catching fonts are generally used, together with flexible arrangement forms. Reflect the characteristics of the times and high-tech characteristics of commodities. This is the full application of the decorative beauty of Chinese calligraphy art and achieved good results. The application of calligraphy art makes the whole design highlight the noble, elegant, simple and fashionable design style of goods

moreover, due to the different positioning of commodity brands, products and consumers, the art of calligraphy will also be different. Such as cosmetics for men and women, alcohol, cigarettes, food, etc. Pursue the artistic effect of bold and unrestrained calligraphy font and splashing ink; Pursue the beauty of white and vigorous fonts in the rapid movement of ink. There is a relaxed, natural and humanistic mood between the lines, which makes people appreciate the deep cultural connotation and achieve a poetic and picturesque artistic conception. With the development of society and the continuous progress of science and technology, standardized, unified and batch packaging design will be increasingly ignored. They are monotonous, monotonous, less vivid and more able to measure the length of the spring. Men's packaging calligraphy should be bold and bold, women should be elegant and gentle, and the packaging fonts of children's products and tourism products should be naive, lively, lively, lively, with a distinct sense of rhythm, giving people a feeling of vitality, and so on. The proper use of calligraphy in these packaging designs requires packaging designers to go deep into life, pay attention to research, and cultivate their own artistic cultivation. Only in this way can we greatly enrich our design ideas and design language, and make our works more unique artistic charm

a large number of facts show that the special design of characters has been paid more and more attention in art design, which has become an important topic in modern art design. At the same time, it also shows that having the knowledge and cultivation of calligraphy plays an important role in the development of design intelligence; It also shows that the application of calligraphy art in modern design has a broad future. In modern design, whether it is packaging, decoration, signs, books, posters, advertisements or environmental design, we can learn from the expression forms of calligraphy art and broaden the field of modern design. People engaged in design work should pay attention to the study and cultivation of calligraphy art, adhere to the study of the basic skills of calligraphy, and adhere to the discussion and application of the beauty of calligraphy, so that the abstract calligraphy art can produce greater charm in modern design

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