摘要：中国传统文字是现代酒包装设计中重要的组成部分，不仅展示产品的文化内涵、品牌形象和产品特色，还具有一定的审美装饰作用，辅助包装达到更高的艺术境界。书法艺术作为中国文化的象征,是建立民族特色的重要角色之一。在白酒包装中,应尽量发挥书法的历史性、多样性和独特性,让传统的书法艺术在现代白酒包装设计中产生更大的魅力,这也必将推动中国白酒迈向更广阔的市场。篆体书法艺术运用于酒包装中所表现出的意境，与书法和酒之间的关系有关,二者的结合是酒包装意境之美形成的条件，书法与酒的气是意境美产生的根源。本论文在此背景下，主要研究篆体书法在舍得酒包装中的运用。首先分析了篆字的类型及特点，归纳了篆体书法文字的艺术特质，接着又论述了中国书法艺术在酒包装中的重要性，最后从文字、图形和色彩三大系统层面研究了书法元素在酒包装中的体现与运用。
关键词：传统书法；篆体；酒包装；包装设计
ABSTRACT：The traditional Chinese character is an important part of the modern wine packaging design, not only showing the cultural connotation of products, brand image and product features, also has the aesthetic of a decorative role, auxiliary packaging reach a higher realm of art. The art of calligraphy as a symbol of Chinese culture, is one of the important role of national characteristics. In the packaging of liquor, should try to use history, calligraphy of the diversity and uniqueness, make the traditional art of calligraphy has more charm in modern liquor packaging design, it will also promote the Chinese liquor towards a more broad market. The Zhuan script calligraphy art used in the wine packaging in the artistic conception, associated with the relationship between calligraphy and wine, the combination of the two is a wine packaging beauty of artistic conception formation, calligraphy and wine gas is the root of the beauty of artistic conception of. On the background of the thesis, the main research seal calligraphy in the wine packaging to. First analyzes the types and characteristics of seal characters, summarizes the seal calligraphy art characteristics, and then discusses the importance of the Chinese art of calligraphy in the wine packaging, finally studied and calligraphy elements embodied in the wine packaging in the text, graphics and colors from the three system.
Keywords: traditional calligraphy; seal wine packaging; packaging design
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