| 范瑞芳.书法元素在现代包装设计中的应用探析[J].包装工程,2021,42(4):315-318. |
| 书法元素在现代包装设计中的应用探析 |
| Application of Calligraphy Elements in Modern Packaging Design |
| 投稿时间：2020-10-05 |
| DOI：10.19554/j.cnki.1001-3563.2021.04.049 |
| 中文关键词: 书法元素 现代包装设计 情感匹配 |
| 英文关键词: calligraphy elements modern packaging design emotional matching |
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| 中文摘要: |
| 目的 探究书法元素在现代包装设计中的应用方向与策略。方法 结合当前产品包装设计中重视文化内涵这一现实，就包装设计的文化展现进行研究，并引出了书法元素在包装设计中的参与可能性，接着对包装设计中，书法元素在品牌形象的塑造、产品内涵的体现等方面的应用意义进行分析，并深入探究书法元素与文字、图形、色彩等方面的融合方式，总结书法元素在现代包装设计中的文化气息、意境营造、情感匹配等方面的具体路径，最终以酒、阿胶等包装设计中对书法元素的具体应用为例进行进一步论证，探索更加可行的融合发展策略。结论 书法元素与包装设计的结合并不是简单的“拿来主义”，而是吸纳传统文化的精髓以及先进的设计理念，并与现代文明进行融合。这让产品包装更富感染力、表现力和生命力，并凭借高水准的书法字体形象成为被大众广泛认可的优秀产品包装。 |
| 英文摘要: |
| The work aims to explore the application direction and strategy of calligraphy elements in modern packaging design. Combined with the reality that cultural connotation was emphasized in current product packaging design, the cultural presentation of packaging design was studied and the possibility of participation of calligraphy elements was proposed. Then, the application significance of calligraphy elements in shaping brand image and embodying product connotation in packaging design was analyzed and the fusion mode of calligraphy elements with words, figures and colors was explored to summarize the specific path of calligraphy elements in modern packaging design in terms of cultural atmosphere, artistic conception and emotional matching. Finally, the specific application of calligraphy elements in packaging design such as wine and donkey-hide gelatin was taken as an example to further demonstrate and explore more feasible integration development strategies. The combination of calligraphy elements and packaging design is not a simple “take-in doctrine”, but absorbs the essence of traditional culture, gathers advanced design concepts and integrates with modern civilization, which makes product packaging more appealing, expressive and vital, and become an excellent product packaging widely recognized by the public with its high-level calligraphy font image. |
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