What are the mysteries of calligraphy in design?

Calligraphy art is a comprehensive art, which occupies an important position in modern art design. This paper will not discuss 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 kinds, one is the picture characters of ancient Egypt, and the other is the cuneiform characters of Summala and Babylonia, both of which were later engraved, but the Chinese characters in China continue to develop and continue to this day. In addition to its applicability, Chinese characters, as a tool to record words and a medium to convey feelings, also have their artistic characteristics, expressing 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 once pursued beauty. Chinese characters are written with 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. This is the art of calligraphy in our country.

Calligraphy art is a kind of art in a broad sense, and its connotation is euphemistic, hazy, vivid and rich through 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 a musical melody. It is silent music, full of chapters in which speed and rhythm are harmonious and strength is unified. Calligraphy has the charm of dance, good intonation and is a static dance. Calligraphy has literary laws, continuity, care, climax, emphasis and ending, and it is asynchronous literature in the same direction; Calligraphy has the manipulation position of painting, which is true and false, beautiful and dark. 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 unparalleled competition in the market economy, various sister arts have merged and infiltrated each other and created themselves. 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 rich countries. After China's entry into WTO, if domestic goods want to be competitive internationally, besides quality and quantity, packaging and decoration design is an issue that cannot be ignored. We must create new methods, new ideas, new ideas and new materials for foreign design, so as to make a breakthrough in China's packaging design level and participate in international competition. However, while creating excellent foreign designs, we must not ignore the most distinctive and representative things of our nation. Throughout the previous "Star of the World" awards, most of China's winning works have proved the truth that "what is national is the world". In Japan, some excellent designers have integrated calligraphy art into their designs, which has constituted the packaging design style in Japan. 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. I like China's Chinese characters very much, and I have studied China's calligraphy thoroughly. As early as the Tang Dynasty, China's calligraphy spread to Japan. After repeated exploration and theory, Japan has formed a calligraphy art with Japanese characteristics. Japanese designers generally use calligraphy fonts to stop 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 the same effect. It has rich expressive force and artistic appeal, and can fully show the regional cultural characteristics of commodities. In the process of invention, the designer thinks deeply about the characteristics of the product itself and pays attention to the harmonious relationship with other design elements. Font design is chic and smooth, splashing ink; Or refreshing, elegant, dignified and beautiful. The way 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 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 try their best to be novel and unique in conception. Some designs are often hesitant about the change of artistic figures, but rarely apply and deeply discuss the art of calligraphy. Of course, calligraphy also has its own advantages. It has the beauty of unity, standardization and rigor. However, some packaging designs are too fastidious and rigorous, but some are dull and impersonal, which can not reach the ideal situation, 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. The use of orthographic calligraphy will give people a modern, serious 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 general interest of seal script is often used artistically in modern seal cutting. Therefore, in modern applied art, especially domestic designers often apply seal script to New Year cards, invitations, badges, patterns and so on. The strength of the official script is true and false. After throwing the ball, Fiona Fang is fat and thin, and the size and style are distinct; Cursive script is indulgent, with clear priorities, tactfully bold and unrestrained, continuous, giving people an artistic conception of flying intentionally; The running script is in contrast, dynamic and static, and has masculine beauty. Cursive script is also flexible and vivid, 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 helps us to stop developing the theme we want to design in order to obtain better design effect. In a word, if calligraphy is used properly, it will give people a very high aesthetic status, 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 at the lower right, which not only plays a very 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. On the packaging of some flavor snacks and bento foods, the arrangement of characters is rich and varied, pursuing vivid, dynamic and expressive effects. In the packaging of electronic information products, simple, fashionable and eye-catching fonts are often used, and the arrangement is sensitive and changeable. Show the characteristics of the times and high technology of commodities. This is a good result 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, Zunyi advertising production believes that 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 but humanistic artistic conception between the lines, which makes people appreciate the profound cultural connotation and achieve a picturesque artistic beauty. With the development of society and the progress of science and technology from time to time, 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 books should be bold and heroic, women's packaging books should be elegant and beautiful, and the packaging fonts of children's products and tourism products should be naive, vivid, lively and festive, 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 artistic self-restraint. Only in this way can we greatly enrich our design ideas and design languages and make our 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 the knowledge and accomplishment of calligraphy art plays an important role in the development of design intelligence. It is further clarified that the application of calligraphy art in modern design has a universal way out. In modern design, whether it is packaging, decoration, signs, books, posters, advertisements or environmental design, you can create your own artistic expression of calligraphy and broaden the scope of modern design. People engaged in design work should attach importance to the study and cultivation of calligraphy art, persist in the study of the fundamental merits of calligraphy, and persist in the discussion and application of the beauty of calligraphy, so that the general calligraphy art can have greater charm in modern design.