Study On The Application And Practice Of Regular Script In The Packaging Design Of Traditional Festival Gift Box

Calligraphy is one of the most representative traditional cultures in China.Secretary Xi Jinping said that calligraphy is a treasure of Chinese culture,which contains a lot of spirit and vitality.It must be inherited and carried forward."The book to the early tang dynasty and extremely prosperous",the tang dynasty calligraphy both inheritance and innovation,it can be said that the peak.As an outstanding representative of the calligraphers in the tang dynasty,Yan Zhenqing’s literati ethos has influenced generations of people.Yan zhenqing created a unique style of calligraphy in the history of Chinese calligraphy.He set the standard for regular script,set up a model,the formation of positive flow.During my postgraduate study,I relied on my tutor’s project "research on the evolution mechanism of media and Chinese calligraphy fonts",which enabled me to have a deeper understanding and understanding of face and body,thus triggering further thinking and research on its fonts.China,as a country of rites,has its foothold in the world,and the culture of rites,as an important part of the traditional Chinese culture and Confucian culture,continues to this day.Gifts are a form of expression and material carrier in social culture,reflecting a strong traditional characteristics.As far as the function of gift packaging is concerned,it plays a role in protecting commodities,conveying information,promoting commodities and communicating emotions.With the enrichment of material life in modern society,gift packaging has gradually become a unique industry.The design practice of ou as the design of the traditional holiday gift box packaging design inspiration,the investigation and study,case study,literature research,practice analysis design method to design a series of Chinese traditional festival gift box packaging,not only inherit and carry forward the culture of calligraphy,the injected vitality to the traditional artistic originality,awaken people’s emotional memory of the traditional Chinese,but also make the product packaging design more competitive,more long life.The paper is divided into four parts.The first chapter is the introduction,which mainly expounds the research background,research status at home and abroad,research contents,research methods,research purposes,research significance and structure of the paper.The second chapter summarizes the concept of Yan Zhenqing’s regular script,gift box packaging design and the relationship between the regular script and gift box packaging design.In the third chapter,the author collects and surveys excellent font design cases at home and abroad for analysis and elaboration,and summarizes a series of effective font design methodology,providing ideas and design methods for subsequent design research;The fourth chapter is the part of design practice,which discusses the market research analysis,design concept selection,design principles,design application and practice,and expounds how the preliminary research conclusion is applied to design practice and draws research results.