CAJ | 학술논문

在中国大力提倡继承非物质文化遗产，设计文化走向世界之时，深刻认识汉字在商业设计中的个性语言，摸索汉字造型的客观规律与更广泛的表现力，是一个重要课题。一个商业平面设计作品所需传达的内容不仅仅是图形的展现，其文字内容的展现更是一个重要的传达因素，直观而易识的文字不仅能够准确地传达商品的信息，还能起到宣传商品、美化商品的作用。
재중국대력제창계승비물질문화유산，설계문화주향세계지시，심각인식한자재상업설계중적개성어언，모색한자조형적객관규률여경엄범적표현력，시일개중요과제。일개상업평면설계작품소수전체적내용불부부시도형적전현，기문자내용적전현경시일개중요적전체인소，직관이역식적문자불부능구준학지전체상품적신식，환능기도선전상품、미화상품적작용。
It's an incomparably important proposition to deeply understand the usage of Chinese character in commercial design as unique language and to explore the rule and more extensive expressiveness of Chinese character figure at the moment when China is now greatly advocating the inheritance of Intangible Cultural Heritage and bringing Chinese design culture to the world.What a commercial graphic design work needs to communicate is more than just graphical layout,the expression of its literal content is an even more important communicative element .Intuitive and recognizable text not only can precisely communicate the product,but also advertise and enhance it.