现代包装设计中品名书法符号的运用及文化意义

Application and Culture Significance of Calligraphy Elements in Modern Packaging Design

通过分析现代包装设计中对于汉字书法的运用,分别从"达于形质"与"本于性情"、"读的符号"与"看的形体"、字体形象与文化意境3个方面进行论述,揭示了包装设计中汉字书法运用的基本审美创造规律及其所体现的民族文化意义,从而提出了"将书法字体融入文字群化组合设计作为商品重要的信息交流形式符号,它不但承担着准确地向消费受众传达商品身份信息的功能,利用书法字体文字视觉化符号进行沟通扩大了包装设计的空间范围,增强了作为商品品名文字符号的视觉美感和意念传达"的观点,界定了书法图形意识对包装上主语词素进行分解重构等手法来实现对包装文字的设计理念。

It mainly analyzed the application of Chinese calligraphy in modern packaging design,regarding how to inherit and develop the Chinese tradition culture and create the design of ethnic implication.The research combines three major parts,including Chinese calligraphy ＂coming from the shape＂ and ＂based on the character＂,＂the sign of reading＂ and ＂the figure of seeing＂,and corresponded by font and culture implication.It proposed that when the Chinese calligraphy was integrated into the font design of the merchandise,it became one of the important symbols of the information communication form.Not only does it bear to accurately convey the identity function of products to the consumers,the use of calligraphy font as visual symbols to communicate also expands the spatial extent of packaging design,and enhances the visual beauty of symbols and ideas.It defined the concept of the realization of package font design by utilizing the awareness of calligraphy graphics to decompose and reconstruct the text on the packaging subject morpheme.