The Use Of Calligraphy In Today's Chinese Graphic Design

The Graphic design also called visual communication design has comprehensive use of words, images, color and other basic design elements and so on, through the means of art design to create works of aesthetic value which has more effective dissemination of the relevant information. Words in graphic design occupy a pivotal position. Chinese calligraphy is a special form of the words, which was known as a typical representative of the traditional Chinese art in the academic world, having its own unique aesthetic characteristics and aesthetic meanings; therefore, Chinese calligraphy is widely used in the modern Chinese graphic design.The first chapter describes mainly the paper's background, the research method and purpose, using theoretical explanation, typical case analysis and other methods, through practical and aesthetic analysis of graphic design, focus on the theoretical study of in Chinese contemporary calligraphy art forms and aesthetic expression in graphic design.The second chapter, " Graphic design associated with the art of calligraphy "first presents the definition, content elements and types of the graphic design, and then put forward the idea that the concept of graphic design should be a practical and aesthetic unity. Because words are one of the three basic elements of the graphic design characters, therefore, calligraphy art based on Chinese characters has a close association with graphic design. This thesis states that the main purpose of graphics design using calligraphy art rather than Chinese characters is to improve the aesthetic expression of graphic design.The third chapter, "The visual of Chinese characters and aesthetic characteristics of calligraphy art" focuses on the visual communication of graphic design. And from the perspective of the created form of a Chinese character, it indicates that the visual origin of word is "pictograph". In the long history of ancient china, the calligraphy art forms a variety of artistic forms and styles, mainly including seal script, clerical script, cursive script, regular script, running script, etc. Each chirography has its unique aesthetic characteristic of its own which laid a rich cultural and art foundation for the chirography appreciation of contemporary graphic design.The fourth chapter "The practice of Calligraphy in Today's Chinese graphic design" is the main body of the paper, and on the basis of the five classification criteria of ancient Chinese calligraphy art: seal script, clerical script, cursive script, regular scrip and running script, it separately collected representative works of graphic design for analysis and research, generalizing and summarizing different roles of different chirographies on the improvement of aesthetic value for graphic design works. From the above analysis, the paper draws the conclusion that there are unbalanced use among the five characteristics, seal script and cursive script less used while running script most, with the most typical use of the packaging design of Chen Youjian. At present, calligraphy art is also experiencing innovation like modern calligraphy, therefore this chapter also briefly elaborate on this calligraphy category in a specific section, hoping to provide an inspiration for graphic design.In the fifth chapter "The ideas and design view of the use of Calligraphy art", With a combination of Wangxu for a typical case, it firstly demonstrates that using ancient calligraphy art lies in the deep understanding of cultural spirit and artistic conception, not just the general use of calligraphy so as to present a right way to explore the traditional art. Another example is from contemporary graphic designer Jin Daiqiang to show that although he made comprehensive use of a variety of chirography, the essential of his success is not the body of chirography itself but his deep understanding and grasp of chirography and the cultural spirit. With the cultural spirit of calligraphy to guide graphic design, his works catch the deep and beautiful artistic conception as the traditional Chinese painting which successfully transfer traditional Chinese calligraphy and painting mood into today's graphic design works. On this basis, chirography used in the graphic design, can play a guiding role in the mass arts and culture taste through visual communication, to help the general public enhance their aesthetic and cultural temperament, taking resistance and critique of the visual violence in today's visual culture, guiding and shaping the healthy consumer attitudes and lifestyle of the rich spirit.In the conclusion, this paper claims that there are many important meanings of the calligraphy using in the graphic design: Firstly, emphasizing the Chinese elements in the today's Chinese graphic design is to enhance the national culture of graphic design work, which is an important means for implementing the strategy of nation; Secondly, unique and aesthetic characteristics of calligraphy may enhance the unique aesthetic expression of graphic design work and thereby creating a rich aesthetic value full of national culture. Thirdly, calligraphy's resistance and critique of the violence in modern visual culture can help to guide and shape the healthy conception of consumption and lifestyle full of spirit taste.