产品包装品牌形象文字的拟态化书写

书法是设计商品品牌形象文字常见的文化元素。品牌形象文字要在简洁明快易读易记的基础上充分体现包装内容物的商品属性,但是传统书体的形态与商品的属性之间并不存在着确切的同构关系,所以要通过某种方式对传统的书法进行重构,文字的拟态化书写就是其中的一种方式。

"Imitational Calligraphy" of the "Brand Image Characters"in Commodity Package Design

Chinese calligraphy does well in displaying our national culture when it functions as part of modern package image, or as the characters of the commodity name and a representation of brand image. The ＂brand image characters＂ should embody the qualities of the commodity content in a simple, direct and clear way. But there isn＇t an appropriate relation between the appearance of the traditional chirography and the features of the merchandise . So we have to redesign Chinese calligraphy, and ＂imitational calligraphy＂ is just a case in point.