Do you know the calligraphy art used in the packaging design?

　Chinese calligraphy is to use writing brushes to write Chinese characters, is a kind of independent art, Chinese character is one of the three ancient words in the world. The rest of the two kinds, one is picture characters of ancient Egypt, one is Cuneiform of Mary Sue and Babylonian , then these two words are interrupted, but the characters of China has been developed continuously till today. Chinese characters as well as its usefulness as a language tool and convey the feelings of the media, also has its artistic features, shows the emotional activities and the psychological feelings of people, and so on, through the length of the Chinese character itself shows different strokes and other elements, such as the quality, size, direction of charismatic characters. We should admit that, since have had the Chinese characters, then have the calligraphy art, because the composition of Chinese characters, already has a pursuit of beauty. Chinese characters through the writing brush, make the seal character, official script, regular script, running script and cursive script and other fonts have the very high aesthetic value and artistic features, this is China's unique art of calligraphy.

　 Calligraphy is an abstract art, it is through the connotation of the stippled appearance of implicative, hazy, vivid, rich. As the saying goes: same rules behind different careers. Such as singing, dancing, piano, chess, poetry and calligraphy have the similar laws.

　 Calligraphy has the rhythm of the music, he in silence filled the speed harmonious rhythm, strong or weak uniform chapter, it is silent music; Calligraphy has the charm of the dance, pitch, jumping the dynamic of god, it is still dance; Calligraphy for a literary composition, handing down, have echo, have an high pitch, with emphasis, has the end, is the trend of the asynchronous with literature; Calligraphy with painting business location, the actual phase, refreshing, shading to each other, and is no-color painting, in addition, calligraphy has the rhythm of poem, chess plans and so on.

　 With the development and progress of times, the acceleration of information society, the unprecedented competition of market economy, various sister art blend mutually, learn from each other. The visual communication design in modern design also in various new nutrients, such as a rational configuration of Chinese characters, Chinese calligraphy art style, as well as the trend of modern design and results at home and abroad and so on, are problems are faced with each of our designers. There is no doubt that China's overall level of design has a great gap compared with developed countries,

　 After China's accession to the WTO, domestic goods want to have a certain competitiveness in the world, in addition to product quality, the packing decoration design is a problem that does not allow to ignore, we must draw lessons from foreign design of the new technique, new ideas, new concepts, new materials, etc., make the China packing design level have new breakthroughs, to participate in international competition. But when we draw lessons from foreign design, we must not ignore the nation’s most characteristic, most representative things. Throughout the previous "Star of the World" competition, China's most prize-winnings prove that the "What is nation is international.".

　 In Japan, some excellent designers have already brings the calligraphy art in the design, has formed the Japanese packaging design style, the design theme is prominent, convey information accurately, visual impact is strong, able to attract the attention of consumers, so as to arouse the purchase desire of people, achieve the purpose of sales promotion. Japanese people are very like to Chinese characters, Chinese calligraphy study very well. As early as the Tang dynasty Chinese calligraphy was spread to Japan. Japanese through repeated explorations and practices, have created a unique Japanese calligraphy art form.

　 Japanese designers have adopted calligraphy font for creative design widely, ink painting culture reflected on commodity packaging. Calligraphy font for its produced by the different style at different times, its application on packaging design effect is unique. Has the rich expressiveness and artistic appeal, can fully embody the regional culture characteristics of goods. In the process of creating, designers give full consideration to the characteristics of the goods itself, and pay attention to the coordination between and other design elements. Typography is cool smooth, splash-ink freely; Or pure and fresh and elegant, dignified and beautiful. Form is colorful, rich rhythm and rhyme beauty. With a strong visual impact, can add boundless glamour to picture. We can feel the charm of Chinese traditional culture in the Japanese packaging. China is the granddaddy of calligraphy, as to designs, Japan walks in front of China, this is the problem should be the attention of the Chinese designers.

　　In visual communication design, map, text, color are the basic elements of a piece of art, graphics and text plays a leading role. Words are more and more important in design, so requires packaging design researchers do good in graphics, text, color, etc. To do unconventional or unorthodox, strive to elegant in design. Some designs often wander in the change of the calligraphy, but very little of calligraphy art application and further study. Calligraphy, of course, has its own advantages, it has a neat, specifications, rigorous beauty. But some fuss with packaging design is rigorous, and appear a little inflexible, lack of human and hard to reach an ideal state, while the calligraphy art could make up for these shortcoming.

　 Used for packing goods from the old style can make a person produce a feeling of rare, antique, especially suitable for antiques, jewelry, jade, native products packaging design; Using the modern fonts will give a person a kind of modern, grave, even feeling. Fonts have smooth knot words, pen and ink sink characteristic, applicable to a variety of mechanical and electrical products, light industrial products and food, beverage, etc.; Use the seal character can give a person with harmony with the quality of natural, of primitive simplicity is elegant, font has bones and muscles, with its elegant turn round, metal and stone; In particular, the seal character of abstract interesting on the modern of seal cutting art is often, therefore, in the application of modern art, especially more than domestic designers apply seal character to greeting cards, invitation cards, badges, design, etc.

　 Among the actual situation, on the strength of the official script pitch measure of round and square, size of the primary and secondary style; Cursive hand body potential indulgence, priorities, its bold and unrestrained, sweeping wrap, give a person interested in moving to fly the artistic conception of god; The shade set each other off of the running script, with activity, masculinity.

　 Cursive font running script also clever and lively, and also has the glyph easy, fast and other characteristics, writing in alcohol, tobacco, packaging, books, shot, poster, etc used more, this kind of beauty of calligraphy art helps us to deep the theme of the design, in order to obtain a better design effect. In short, the proper use of calligraphy, can give a person with extremely high aesthetic realm, even don't know Chinese foreigners for pour into, also its beauty and appeal is irreplaceable.

　 In recent years, the calligraphy art becomes more and more important for design, some excellent packaging products arises at the historic moment, these works not only make consumers enjoy the beauty of the calligraphy art, but also have a very high collection value. Many tea packagings in our country, in a cursive script and running script on a light background tea, lower deserve to go up a cup of tea, pure in both play a good decorative effect, and with commodity nature is very harmonious.
   Some book cover designs, especially the traditional culture weight heavier books tend to calligrapher write the title, plus a little beautification, is elegant, the quality of the connotation is rich. In some flavor snack, convenience food packaging, rich text alignment change, the pursuit of lively, jumping, the performance of the dynamic effect. In the electronic information product packaging, general use concise, vogue, bold font, with a flexible arrangement. Which reflects the characteristics of products and high-tech features. This is are fully used the decorative beauty of the art of Chinese calligraphy and achieved good effect. Calligraphy art in the whole design highlights the use of the goods noble, elegant style, contracted and fashionable design.

　 Moreover, as a result of the different commodity brand positioning, product positioning, consumer orientation, the calligraphy art is also different. Such as men's and women's cosmetics, liquor, cigarettes, food and so on. Pursuit of calligraphy font momentum is bold and unrestrained, the art of ink splash effect; Pursuit of font in the fast by ship the ink vigorous beauty. Between the lines contains a relaxed natural and emotional appeal with the humanities color, let a person to appreciate the hidden cultural connotation, achieve a poem artistic of conception beauty.

　 With the development of the society, the progress of science and technology, standardization and unification, mass packaging design will be increasingly sidelined. They feel monotonous, same, little vitality and diversity. Men packaging calligraphy are straightforward bold, women are elegant and gentle, children's products, tourism product packaging font is naive plain, vivid and lively and exultant,, have a distinctive rhythm sense of rhythm, give a person with vibrant feeling and so on. The packaging design of calligraphy apply appropriate or not, need packaging design personnel into the thick of life, pay attention to research, develop their own artistic accomplishment, only in this way, can greatly enrich our design concept and design language, make the work more unique artistic charm.

　 A large number of facts indicate that, the special design of text, get more and more attention in the art design, of more and more quantity, has become an important subject in modern art design, and also explains the calligraphy art of knowledge and accomplishment, play a considerable role for design talents; More illustrates the application of calligraphy art in modern design has a broad future. In the design of modern packaging, decorations, logos, books, posters, ads, or environmental design can be reference to the form of calligraphy, expanding the area of modern design. People work in the field of design should pay more attention to the learning of calligraphy and the tutelage, adhere to the basic skill of calligraphy study, insist on study and application of calligraphy beauty, make the abstract calligraphy art in modern design generate more charm.