Advertising design is a discipline, which specifically requires marketing planners and graphic designers of advertising companies in enterprises and institutions to have good entrepreneurial design ability in graphic advertising design. The following is the application of calligraphy art I shared in print advertising design. Welcome to read!
First, China's calligraphy art
China's calligraphy art is a precious artistic wealth of human beings, and it is a kind of writing art with rich connotations. China's calligraphy has experienced the changes of dynasties, blended with the classic cultural elements of many dynasties, and its cultural connotation has been continuously enriched and developed, forming a unique calligraphy art, which is the pride of our country and the essence of our traditional culture. It is deeply respected by the people of China and known to the world. Art itself is a form of expression, and calligraphy, as an art, creators can show the artistic beauty of words through calligraphy writing. Calligraphy art is unique at the beginning. After a long period of development, it embodies the painstaking efforts of a large number of calligraphers (such as Wang Xizhi, Ou Yangxun, Zhang Xu, etc.). ) and condensed the wisdom of many calligraphers, and achieved the world-famous calligraphy art in China.
Second, the art of calligraphy and graphic design
As we all know, China's calligraphy art is a writing art with a long history. After thousands of years of historical precipitation, today's calligraphy art has been widely used in various fields, the most prominent of which is the field of graphic design. The application of calligraphy art in graphic design has broken the ink bondage of traditional calligraphy art in China and expanded the application scope of calligraphy art. The traditional calligraphy art in China is written on paper with pen and ink, which is basically ink. Single color affects the artistic effect and aesthetic value of calligraphy to a certain extent, which is not conducive to the development of calligraphy art. In the field of contemporary design, the creator has innovated the color of calligraphy and selected the appropriate color according to the actual needs of design, forming a rich and colorful calligraphy font. The change of calligraphy font color has broken people's traditional impression of calligraphy art, greatly enhanced the color appeal of calligraphy art and provided convenience for the development of graphic design. In China's graphic design works, the most important components are words and images, and most of the words are expressed through the art of calligraphy. China's calligraphy is widely used in graphic design. Although some graphic design pictures have few words and numbers, the function of these words can not be ignored. In design works, a few words can often bring people magical feelings, make static pictures full of charm and give people a dynamic feeling.
Third, the application of calligraphy art in print advertising design
1. Application Status of Calligraphy Art
Calligraphy is dominated by lines, and its artistic effect depends on the ever-changing lines and the coordination of line combinations. China's print advertising design is closely related to the art of calligraphy, and the integration of the two is the demand of the times. For example, the emblem of Beijing 2008 Olympic Games is designed with calligraphy and seal cutting, which embodies the beauty of Beijing dance. This is the inspiration that calligraphy art brings to graphic design, the embodiment of China people's extraordinary wisdom, and the model of the application of calligraphy art in graphic design.
2. Calligraphy art and print advertising design
Calligraphy art is a cultural treasure of our country, which is worth learning from contemporary print advertising design. Calligraphy has a long history, with different forms, styles and verve in different periods. Graphic advertising design has been popular in China for a short time, and the integration with calligraphy art is a model of graphic design, which is worth studying and exploring by designers. Both print advertising design and calligraphy art pay attention to layout and unity, and convey ideas through indirect expression. Print advertising design must have artistic conception, charm and form in order to fully show people the aesthetic concept of the Chinese nation. Calligraphy itself has rich cultural connotation, and it is of great significance to apply it to the design of print advertisements to enhance the cultural connotation of advertisements. Using calligraphy art in print advertising design can realize the unity of aesthetics and practicality, art and skill, make advertising works break the shackles, realize innovation, and then increase the influence of advertising.
3. The role of calligraphy art in print advertising design
Calligraphy itself has a strong aesthetic taste. Modern print advertisements not only convey information, but also include the pursuit of art. The application of calligraphy art in design can endow design works with rich aesthetic characteristics and artistic value, and increase people's impression of design works, which will be unforgettable for a long time. 4. The beauty of application The application of calligraphy art in print advertisements can bring people a visual sense of space, that is, the so-called sense of space, which has rich fantasy characteristics and makes print works full of magical colors. The application of calligraphy art in print advertisements can also reflect the beauty of simplicity, because although calligraphy art seems simple, it is not monotonous, giving people a sense of simplicity but not simplicity. The application of calligraphy art in print advertisements can also produce the beauty of artistic conception. Any design work has its own unique artistic conception, which is also the creator's supreme pursuit of art, and calligraphy art can reflect a primitive and unique artistic conception.
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Calligraphy art is a treasure of traditional culture in China, which endows print advertising design with higher artistry, increases the cultural connotation of works and helps print advertising design to develop to a higher level. Therefore, creators should attach importance to the application of calligraphy art in print advertising design, and then promote the development of advertising industry in China.
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