Application of Calligraphy in Design

Calligraphy, as a unique text modeling art of the Chinese nation, was created and developed along with the creation and development of Chinese characters. The variety of calligraphic styles such as Zhen, Cursive, Clerical, Running, Seal Script and so on, make the simple black and white world become colorful. The heirloom works of famous artists of the past dynasties, with their flamboyant personalities, have enriched and expanded the outreach of the art of calligraphy. Calligraphy is the art of writing Chinese characters and is the essence of our traditional culture with distinctive national characteristics. When Chinese people write Chinese characters, they often process them in a special way; when they read them, they often carry subjective emotions. For a long time, the writing of characters, which is extremely ordinary, has become very rich in spiritual connotation in people's conception. We say that calligraphy is not only an art, but also an important part of Chinese culture, because it contains the Chinese people's rich concepts about nature and society, and is not just a creation of purely formal beauty.

Art design in modern times includes commodity packaging, book binding and all kinds of visual graphic design, logo, advertising design and so on. With the development of society, the scope of application of the art of calligraphy is constantly being expanded, people continue to adjust it to meet the new needs. The extensive application of traditional calligraphy in modern art design enriches the design elements and creates a new world for the ancient Chinese calligraphy art.

The information for this assignment has been collected from many aspects of design, including doorway, book mounting, visual identity system, poster, and photocopying product mounting. Without denying other forms of artistic expression, I will talk about some of my personal views on the application of calligraphy in art design.

First of all, calligraphy is not in any occasion can be used, calligraphy as a form of artistic expression itself contains a certain significance, there are many Chinese, especially well-known enterprises, like to use handwritten calligraphy to write the name of the enterprise, which is mainly to emphasize the enterprise's "Chinese nature", This is mainly to emphasize the enterprise's "Chineseness", "historicity" and the enterprise's deeper corporate cultural heritage, calligraphy as an important way to shape the corporate image, the establishment of a unique visual identity system, is indispensable. However, in some foreign-funded enterprises, or modernized enterprises, the status of calligraphy has been reduced, or even more, calligraphy in the process of corporate image-building will play a reverse effect, this is because calligraphy conveys "Chinese", "long", "art", "history", "history", "art", "art", "art", "art", "art", "art", "art", "art", "art", "art", "art", "art", "art". This is because calligraphy conveys the message of "Chinese", "long history", "art", etc. Foreign companies do not have a Chinese background, and the use of calligraphy for VI (Visual Identity System) construction will disrupt the audience's recognition of the company's message. However, one exception is the logo of the Organizing Committee of the 2008 Chinese Olympic Games, the calligraphic "BEIJING", and the Chinese seal, the Olympic Games as an international competition itself does not have the existence of Chinese culture, but the 2008 Olympic Games held in China, will inevitably usher in the collision and fusion of Chinese culture and the world's culture, and the calligraphy of the "BEIJING", and the use of calligraphy for the VI (visual identity system) construction will disturb the audience's recognition of the company's message. The calligraphic "BEIJING" just embodies this theme, reflecting the organic combination of Western and Chinese cultures. Secondly, some modern enterprises emphasize technicality and modernization, and most of them use art characters, especially the variations of bold and Song characters, because art characters convey "unity", "modernity" and "standardization", which are different from calligraphy. This is because art characters convey "uniformity", "modernity" and "standardization", which contrasts with the "randomness" of calligraphy. The first thing you need to do is to get into the operating room, and you'll be able to do it in the morning.

So let's take a look at the scope of application of calligraphy, a book cover design, text is the most important form of the cover, including the book title, author name and publisher name. The expression of text plays a pivotal role in the cover design. Second, packaging design, in the commodity economy for the global market transformation today, packaging as a means of realizing the value of goods and the use of value, in the field of production, circulation, sales and consumption, is increasingly playing an important role in the consumer's purchase is not only the goods themselves, and beautiful and generous packaging. Many Chinese products, such as tea, ceramics, chopsticks and so on, are known for their distinctive ethnicity in the world, and the full and reasonable use of the language of calligraphy art in the packaging of these products can expand the recognition of the products. Third, architecture and traditional daily use or handicraft design, in China, the art of calligraphy used in architectural design, has a history of more than two thousand years. For example, the tiles of the Qin and Han dynasties were decorated with very exquisite characters or patterns. It has a very strong decorative effect, reflecting the social condition of the country and the aesthetic psychology of the people in a certain historical period. In some embroidery, lacquer, wood carving, ceramic vessels and other traditional crafts, also a large number of calligraphy art as the content of the performance.

It is interesting to note that most universities and high schools in China now like to use the names of their schools inscribed by famous authors, the most famous being Tsinghua University, Renmin University of China, China University of Geosciences, etc. I think it is because they want to convey the message of the deep cultural heritage of their schools through the expression of calligraphy. And many hospitals are also keen on this.

Calligraphy is not only to write out the words, but also to convey the spirit of what the author wants to tell you, which also enriches the form of expression of our art and design, and at the same time, in the advocate of the construction of socialism with Chinese characteristics today, China's art and design should give play to the calligraphy of the "Chinese characteristics" to the international art and design world. Design world. Join the WTO, accept the world's modern culture, not just learn the western design culture, we know that learning art, completely copy the style of others can only ever be restricted. The most important thing is to use the ancient for the modern, foreign for Chinese, the Chinese culture and the world's mainstream art integration, only then can we create our own Chinese world.