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Movie poster, as the main media of movie publicity, can provide the most important information for audiences. As the most important element in the whole picture, movie titles need to establish effective information exchange for audiences and the movie story in the first time, to leave a deep impression on audiences. Therefore, movie posters should use emotional and attentive elements at the level of visual representation while ensuring readability. Calligraphy typeface is created for accurate expression and decoration. In addition, it is more artistic and perceptual. With the progress of science and technology, calligraphy has been effectively integrated with various media in the field of design, and played a role in enhancing artistic and sensuous effects. In this research, movie posters of the Top 10 movies at the box office in China from 2017 to 2022 were screened based on the China Maoyan Movie Platform, and 22 posters with calligraphy titles in the five years were selected according to writing characteristics. Taking previous research and literature as references, visual elements of titles were extracted from the posters, and case analysis experiments were carried out (frequency of use of each visual element) to understand the design characteristics of the calligraphy titles in Chinese movie posters. The visual representation of calligraphy titles in this research was mainly divided into three aspects, namely Typography (Calligraphy font, Arrangement), Layout (Location, Layout area) and Color. The visual expression and rules of each poster were analyzed one by one. The results showed that: First, in the aspect of Typography, Cursive script was the most frequently used Chinese characters calligraphy in titles of Chinese movie posters, mostly with Horizontal arrangement. Second, in terms of Layout, titles appeared most frequently at the bottom of the posters, mostly using the layout area of 1/5 or less. Finally, from the perspective of color use, colorless titles were used most frequently. This research provides a preliminary understanding of the design characteristics of calligraphy titles in movie posters of China's Top 10 box office movies in the past five years. On this basis, this paper provides reference and academic materials for the use of Chinese characters calligraphy in movie posters in the international market, offering reasonable design strategies for the application of Chinese characters calligraphy in movie poster titles. It is hoped that this study can help the visual understanding of Chinese characters calligraphy in movie posters, and further display the cultural characteristics and unique charm of Chinese characters calligraphy elements in the field of design.
