What is the application of calligraphy in packaging design?

Calligraphy art is an abstract art and plays an important role in modern art design. This paper discusses the expression of calligraphy art in packaging design and the relationship between calligraphy art and packaging design.

China's calligraphy is an independent art of writing Chinese characters with a brush, and China's square characters (Chinese characters) are one of the three ancient Chinese characters in the world. The other two. One is the picture writing of ancient Egypt, and the other is the cuneiform writing of Summala and Babylonia. Later, both words were interrupted, but China's Chinese characters have been developing to this day. In addition to practicality, Chinese characters are used as a tool to record language and a medium to convey feelings, as well as their artistic characteristics, which show people's emotional activities and psychological feelings. Through different elements such as the length of Chinese characters, the quality, direction and large group of lines are combined into charming Chinese characters.

We should admit that since the appearance of Chinese characters, the art of calligraphy has followed, because the composition of Chinese characters has long pursued beauty. Chinese characters are written with a brush, which makes the fonts such as seal script, official script, regular script, running script and cursive script have high aesthetic value and artistic characteristics. It is a unique calligraphy art in China.

Calligraphy art is an abstract art, and its connotation is implicit, hazy, vivid and rich through the appearance of stippling. As the saying goes, interlacing is like a mountain. For example, singing, dancing, playing the piano, playing chess, poetry and painting all have the same principle as calligraphy. Calligraphy has musical melody, silent and full of fast and slow harmonious rhythm, and a chapter of unity of strength and weakness is silent music; Calligraphy has the charm of dancing, good intonation and dynamic jumping. This is a static dance. Calligraphy has a style of writing, inheritance, echo, climax, focus and ending, which is asynchronous literature; Calligraphy has the management position of painting, which is characterized by the combination of reality and reality and the strong charm. This is a colorless painting. 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 and the unprecedented competition in the market economy, various sister arts blend with each other and learn from each other. The visual communication design in modern design is also absorbing all kinds of new nutrition, such as the rationality of Chinese character configuration, the artistic style of China's 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 the overall design level of China lags far behind that of developed countries. After China's entry into WTO, if domestic products want to be competitive internationally, besides product quality, packaging and decoration design is an issue that cannot be ignored. We must learn from foreign design methods, new ideas, new concepts and new materials to make a new breakthrough in China's packaging design level and 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 "Star of the World" contests, most of China's winning works have proved the truth that "what is national is the world". In Japan, some excellent designers have integrated the art of calligraphy into their designs, and formed the Japanese packaging design style. This design has prominent theme, accurate information transmission and strong visual impact, which can attract consumers' attention, thus arousing people's desire to buy and achieving the purpose of promotion most effectively. Japanese people like China's Chinese characters very much, and they have thoroughly studied China's calligraphy. As early as the Tang Dynasty, China's calligraphy spread to Japan. After 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 has been well reflected in commodity packaging.

Calligraphy fonts have different styles due to different ages, and their application in decoration design has a unique effect. It has rich expressive force and artistic appeal, and can fully reflect the regional cultural characteristics of commodities. In the process of creation, designers fully consider the characteristics of the product itself and pay attention to the harmonious relationship with other design elements. The font design is chic and smooth, and it is easy to splash ink; Or fresh and elegant, dignified and beautiful. The form is rich and 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 China traditional culture in Japanese packaging. China is the originator of calligraphy art, but Japan is ahead of China in design, which has attracted the attention of China designers.

In visual communication design, graphics, characters and colors are the basic elements of a work, and graphics and characters play a leading role. Characters are becoming more and more important in design, so packaging designers are required to be original in graphics, characters and colors, and strive for novelty and uniqueness in conception. Some designs often linger on the changes of artistic figures, and rarely apply and deeply study the art of calligraphy. Of course, calligraphy also has its own advantages. It has the beauty of neatness, standardization and rigor. However, some packaging designs pay too much attention to rigor, which will also appear dull and impersonal, and can not reach the ideal realm, and calligraphy art can make up for these shortcomings.

The use of archaic characters can make people feel precious and antique about the packaged goods, which is especially suitable for the packaging design of antiques, jewels, jade articles and local products. Using orthographic calligraphy will give people a modern, solemn and even feeling. The font has the characteristics of smooth word formation and solid ink use, and 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 generous, simple and elegant quality, and the font is full of bones and muscles, rich and round, full of stone meaning; In particular, the abstract interest of seal script is often artistic in modern seal cutting.

Therefore, in modern applied art, especially domestic designers, seal characters are often applied to New Year cards, invitations, badges, patterns and so on. There are strong and weak styles of official script. After pitching, Fiona Fang is fat and thin, big and small; Cursive script is bold and unrestrained, with clear priorities, indirect and unrestrained, continuous, giving people the artistic conception of flying; The running script is in contrast, dynamic and static, and has masculine beauty. Cursive script is also smart and lively, with the characteristics of easy font recognition and fast writing. Widely used in tobacco and alcohol packaging, book binding, advertising posters and so on. This aesthetic feeling in calligraphy art is helpful for us to give full play to the theme we want to design in order to achieve better design results. In a word, if the art of calligraphy is used properly, it will give people a very high aesthetic realm, even foreigners who don't know Chinese will be attracted by it, and its beauty and appeal can't be replaced by calligraphy.

In recent years, the art of calligraphy has been paid more and more attention by the design community, and some excellent packaging works have appeared. These works not only let consumers appreciate the beauty of calligraphy art, but also have high collection value. Many tea packages in China have a cursive script or running script, with a tea seed on a light green background and a cup of pure tea on the lower right, which not only plays a good decorative role, but also coordinates with the essence of the goods. The cover design of some books, especially books with heavy traditional culture, is often inscribed by calligraphers after a little beautification, which is very beautiful and rich in connotation.

In the packaging of some flavor snacks and convenience foods, the arrangement of characters is varied, and they pursue lively, jumping and dynamic performance effects. In the packaging of electronic information products, simple, fashionable and eye-catching fonts are generally used, and the arrangement is flexible. Reflect the characteristics of the times and high-tech products. This is a good effect achieved by making full use of the decorative beauty of China's calligraphy art, which makes the whole design highlight the noble, elegant, simple and fashionable design style of goods.

Furthermore, the art of calligraphy will be different because of the different positioning of commodity brands, products and consumers. Such as cosmetics for men and women, wine, cigarettes, food and so on. Pursuing bold and unrestrained calligraphy fonts and the artistic effect of splashing ink; Pursuing the beauty of fonts in fast pen and ink transportation. There is a relaxed, natural and humanistic artistic conception between the lines, which makes people appreciate the profound cultural connotation and achieve a picturesque artistic conception.

With the development of society and the continuous progress of science and technology, standardized, unified and batch packaging design will be ignored more and more. They make people feel monotonous and monotonous, not so vivid and diverse. Men's packaging calligraphy should be bold and heroic, women's packaging fonts should be elegant and feminine, and the packaging fonts of children's products and tourism products should be naive, lively and vigorous, with a clear sense of rhythm, giving people a feeling of vitality and so on. Whether calligraphy is properly used in these packaging designs requires packaging designers to go deep into life, pay attention to research and cultivate their own artistic accomplishment. Only in this way can we greatly enrich our design ideas and design language, and make the works more unique in artistic charm.

A large number of facts show that the special design of characters has been paid more and more attention in art design and has become an important topic in modern art design. At the same time, it also shows that having the knowledge and accomplishment of calligraphy art plays an important role in the development of design intelligence. It also shows that the application prospect of calligraphy art in modern design is broad. 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 attach importance to the study and cultivation of calligraphy art, insist on the study of calligraphy basic skills, and insist on the discussion and application of calligraphy beauty, so that abstract calligraphy art can produce greater charm in modern design.