In modern times, art design includes commodity packaging, book binding and various visual graphic designs, logos, advertising designs, etc. With the development of society, the application scope of calligraphy art is expanding, and people are constantly adjusting it to meet the new needs. The extensive application of traditional calligraphy art in modern art design not only enriches the design elements, but also creates a brand-new world for China ancient calligraphy art.
The data of this assignment collected many aspects of the design, including the door head, book binding, visual recognition system, poster and photocopy product binding. On the premise of not denying other artistic expressions, I will talk about my personal views on the application of calligraphy in artistic design.
First of all, calligraphy can't be used on any occasion. Calligraphy itself has certain significance. Many China, especially well-known enterprises, like to write their names in handwritten calligraphy, mainly emphasizing the "China" and "history" of the enterprise and the profound corporate culture. Calligraphy, as an important way to shape corporate image and establish a unique visual identification system, is indispensable. However, in some foreign-funded enterprises or enterprises with heavy modern flavor, the status of calligraphy has declined. What's more, calligraphy will be counterproductive in the process of establishing corporate image, because it conveys information such as "China's", "long history" and "artistic". Foreign-funded enterprises have no background in China, and the construction of VI (Visual Identification System) with calligraphy will disturb the audience's recognition of enterprise information. However, there is one exception: the logo of the Organizing Committee for the 2008 China Olympic Games, the word "Beijing" in calligraphy, and the seal of China. As an international competition, the Olympic Games itself does not have China culture, but the Olympic Games held in China in 2008 will inevitably usher in the collision and blending of China culture and world culture, and the word "Beijing" in calligraphy just embodies this theme and the organic combination of western culture and China culture. Secondly, in some modern enterprises that emphasize technology and modernization, most of them use calligraphy, especially the variants in bold and song style. This is because calligraphy conveys "unity", "modernity" and "standardization", which is in contrast to the arbitrariness of calligraphy. For example, the door of the operating room says "in operation" with weeds. Who dares to enter such an operating room?
Then let's look at the scope of application of calligraphy. First, the book cover design, text is the most important form in the cover, mainly including the book title, the author's name, and the name of the publishing house. The expression of words plays an important role in cover design. Second, packaging design, in today's transition from commodity economy to global market, packaging, as a means to realize commodity value and use value, plays an increasingly important role in the fields of production, circulation, sales and consumption. Consumers buy not only the goods themselves, but also beautiful and generous packaging. Many products in China, such as tea, ceramics, chopsticks and so on. , famous for its distinctive nationality. The full and reasonable use of calligraphy art language in the packaging of these products can expand the recognition of products. 3. Architecture and traditional daily use or handicraft design. In China, the art of calligraphy has been applied to architectural design for more than 2,000 years. For example, ceramic tiles in the Qin and Han dynasties were decorated with very beautiful words or patterns. It has a strong decorative effect, reflecting the social situation of the country and the aesthetic psychology of the people in a certain historical period. In some traditional handicrafts, such as embroidery, lacquerware, wood carving, ceramic utensils and so on. Calligraphy art is also widely used as the content of expression.
Interestingly, most universities and middle schools in China like to use the names of schools inscribed by famous teachers. The most famous ones are Tsinghua University, China Renmin University and China Geo University. I think I hope to convey the profound information of the school culture through calligraphy. And many hospitals are also keen on it.
Calligraphy is not only writing words, but more importantly, it conveys the spirit that the author wants to tell everyone and enriches the expression forms of our art design. At the same time, in today's advocating the construction of Socialism with Chinese characteristics, China art design should give full play to the "China characteristics" of calligraphy and advance to the international art design community. Joining WTO and accepting modern world culture is not blindly learning western design culture. We know that learning art and completely copying other people's styles can only be subject to people forever. The most important thing is to make the past serve the present and make foreign things serve China, so as to integrate China culture with the mainstream art in the world. Only in this way can we carve out our own world in China.