书画艺术在现代酒包装设计中的运用-包装工程.pdfVIP

第 37 卷 第 16 期 包 装 工 程 2016 年 8 月 PACKAGING ENGINEERING 161 书画艺术在现代酒包装设计中的运用 徐军 （上海邦德职业技术学院，上海 201209） 摘要：目的 在现代酒包装设计中结合中国传统的书画艺术，使两者得到完美结合。方法 分析中国书 画元素，并结合现代酒包装设计的特点，解读笔墨、线条等元素的运用。结论 现代酒包装设计中不仅 要充分运用书画元素展现中国特色，而且还应在酒包装设计的文化定位中运用中国书画艺术的审美“气 韵”，同时将中国书画艺术的表现语言运用在酒包装设计的形式上，只有这样才能创造出具有独特文化 韵味的酒包装设计。 关键词：酒文化；书画艺术；酒包装设计；气韵；计白当黑 中图分类号：TB482 文献标识码：A 文章编号： 1001-3563(2016)16-0161-04 Application of Painting and Calligraphy Art in Modern Wine Packaging Design XU Jun (Shanghai Bond Vocational Technical College, Shanghai 201209, China) ABSTRACT: In modern wine packaging design, the traditional Chinese calligraphy and painting art should be integrated skill- fully. In order to achieve a perfect combination of the both, the application of pen and ink, line and picture should be integrated with the characteristics of modern wine packaging when the elements of Chinese calligraphy and painting are used. The modern wine packaging design should not only make full use of calligraphy elements to show the deep meaning of traditional Chinese culture, but also it should be applied the cultural orientation of Chinese painting and calligraphy art aesthetic artistic concep- tion, at the same time the Chinese painting and calligraphy art should be used in wine packaging design the form of language. Only by doing that can the unique brand culture of wine package is created. KEY WORDS: wine culture; painting and calligraphy art; wine packaging; spirit; using white as blank 随着人们审美需求的提高，酒包装设计日益趋 渐形成了自身的民族性、艺术性、时代性等特征。 向于内涵化与个性化。中国书画艺术是具有中国特 酒文化的内容丰富，诗词书画就属于酒文化内容之 色的一种艺术形式，根植于中华民族浓厚的文化土 一。纵观中国文人墨客，其作品无不和酒相关。著 壤中，蕴含着中华民族特有的审美意识与美学思想[1]