The first is to highlight the theme, enhance the visual impact, arouse the high concern. Calligraphy element in the design, and printed text while can have the effect of passing information, but only neat, concise and rational characteristic, although easy to read, but it is hard to let a person have enough visual stay. Calligraphy because of its flexible structure, abound change lines, modelling is exaggerated, containing emotion, unique personality and other advantages, often can be instantly attract the attention of the viewer, attract the attention of consumers.

The second is to increase the cultural connotation of products. Calligraphy is the accumulation and concentration of Chinese culture for thousands of years. From the pen of calligraphy, we can see that the Confucian worship of the unity of heaven and man, the idea of peace and harmony; From the position of the operation of calligraphy, the relationship between the close relationship and the natural thinking of the Taoist method; The "Jane light" and "void" of calligraphy can appreciate the quiet and empty thoughts of zen. Therefore, the calligraphy element is used in packaging gift box design to convey the rich cultural connotation, which is also hard to do in print.

Third, it is helpful to build the traditional flavor, local characteristics and ethnic customs of the products. Main current in modern become under the situation of unify the whole country, away from the city, traffic inconvenience of rural and mountainous area, still retains many traditional mode of production and mode of operation, this kind of product localization and nationalization characteristics are obvious, such as traditional snacks, pastries, handicrafts, souvenirs, etc., this kind of product is difficult to finish, with modern packaging in the form of a packed in calligraphy element can perfect convey the products of local color and cultural tradition and ethnic customs.