| 摘要: |
| 目的 探索书法艺术中的经典元素在现代包装设计中的应用方式。方法 由人们对商品包装的需求变更以及审美需求着手，提出传统文化元素在包装设计中的应用可能性，再将视线聚焦在书法艺术上并结合其字体、章法和印章等细节之处总结其突出的特点以及对包装设计的重要作用，从民族文化传承、包装设计发展需求和创新要求等方面探讨书法艺术与包装设计融合的可行性与必要性，最后分别从塑造品牌形象、展现商品特质、体现商品名字内涵和营造独特意境方面逐一进行论述，深入剖析两者融合的具体路径。结论 在商品竞争激烈的当下，以书法元素为基础强化包装设计中崭新的视觉表现，能够达到形式语言与内容的完美结合，更加直接、生动、有效地传达商品信息，实现包装设计的成功。 |
| 关键词: 书法元素 现代包装设计 商品特质 |
| DOI：10.19554/j.cnki.1001-3563.2020.16.047 |
| 分类号:TB482 |
| 基金项目: |
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| Application of Calligraphy Elements in Modern Packaging Design |
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ZHANG Hai-bao
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Jining Normal University, Ulanqab 012000, China
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| Abstract: |
| The paper aims to explore the application mode of classical elements in calligraphy in modern packaging design. Based on the changing requirements and aesthetic demand of commodity packaging, it put forward the possibility of applying the traditional culture elements in packaging design. And then, it focused on calligraphy art and its seal details such as font, composition and summarized its prominent features as well as its important role in packaging design. The feasibility and necessity of handwriting art and package design integration were discussed in terms of requirement on inheritance of national culture, development of packaging design, and innovation. Finally, the specific integration routes were analyzed in-depth respectively from shaping brand image, showing the characteristics of commodity, manifesting the connotation of commodity name and creating a unique artistic conception. In the current fierce competition of commodities, the perfect combination of formal language and content can be achieved by strengthening the brand-new visual expression in packaging design based on calligraphy elements, so as to convey commodity information more directly, vividly and effectively and realize the success of packaging design. |
| Key words: calligraphy elements modern packaging design commodity quality |
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