论中国书画艺术在商品包装意境创作中的应用

Discussion of the Application of Chinese Painting and Calligraphy in the Creation of Mood of Packaging

目的探讨将中国画追求"意境"的创作理念运用到产品的包装设计当中的思路和方法。方法对一些成功的包装案例进行解析,结合相关的文献对中国书画艺术中最典型的艺术特征进行分析研究。结论只有将传统文化元素与现代商品包装结合,才能使包装做到神形兼备,满足现代社会人们对包装更加高层面的需求,这不仅是对传统文化的继承与发展,而且是一种设计文化的回归。

To explore the ideas and methods of applying the concept of ＂artistic conception＂ of Chinese painting to the packaging design of products. In this paper, using the method of example analyzing some successful cases of packaging, com- bined with related literature analysis and research of the Chinese art of calligraphy and painting in the most typical artistic fea- tures, affirmed the important role of Chinese painting and calligraphy art in commodity packaging conception creation. Based on the market phenomenon of modem commodity packing only paying attention to the external image and lack of inherent roman- tic charm, recognize that only the ingenious combination of elements of traditional culture and modem commodity packaging can cause the packaging with both spirit and form to meet the needs of people in modem society, and which was the inheritance and development of traditional culture, also it is the return of a design culture.