What is the most widely used font in commercial advertisements?

The most widely used fonts in commercial advertisements are Arial font in English and bold font in Chinese. Many designers like to use these two fonts and make some shape or proportion adjustments to apply them in advertisements.

At present, the commonly used fonts in advertising font design mainly include Song Style, Imitation Song Style, Middle Song Style, Bold Style, Complex Style, Medium and Fine Bold Style, Normal Style, Bank Style, Sino-New Wei Style, Official Script Style and Young Element Style.

(A) Founder style

The founder of calligraphy is Shu Tong, a famous calligrapher and former chairman of China Calligraphy Association. Shu Tong's calligrapher, who studied under Yan Liu, is unique and is known as "Shu Xin". The calligraphy on the computer was not written by Mr. Shu Tong, but by Sun Zhihao, a famous calligrapher in Shandong Province. He has written calligraphy for decades. Computer calligraphy is the first font directly transplanted from calligraphy to computer font in China, which fully embodies the style of calligraphy. With the power of hiding the front, the pen is round and muddy, and it is clever and clumsy, broad and dignified. It has been welcomed by users and calligraphy circles as soon as it is launched, and has now become a common font in social life.

(2) Comprehensive artistic style

Bold strokes on the original structure of the bold font make the font look more stable and dignified. In design, all parts of the original font are slightly deformed, so that the font structure is full of square space, and the tension around the font is much higher than that in bold. The details focus on the beautiful arc turning decoration in the lower right corner of the font strokes. Among all kinds of printed fonts, comprehensive art has the strongest visual impact. It not only retains the masculinity of the black body, but also is not too rigid and dull. There is movement in stillness and softness in rigidity, which is an expressive and modern font. Used as a title only.

(3) Song style

Songti is the earliest font used in China's printing, and the font style is neat, elegant, serious and generous. Its characteristics are: horizontal thin, vertical thick, horizontal flat, vertical, angular, compact structure, slightly sharp edges, there is a saying that "points are like melon seeds, like knives, horizontal light and vertical heavy, like sweeping". Songti is the most widely used font. Generally speaking, the song style on the computer is a new type of text processed according to the organizational structure of printing, and we often use it to design large paragraphs of text descriptions. In Chinese, the song style is similar to the traditional old song style, with slightly older glyphs and fuller strokes. Bold characters and large font sizes can be used as titles to convey a traditional, long-standing and classic artistic conception. The font of Xinbaosong is completely customized according to the requirements of the existing computer font library. The output small characters are clearer and more meaningful, the overall layout is more uniform, and the output big characters are smooth and round, impeccable. Xinbao Songti font is square, rigorous, beautiful and dignified. In the structure, it boldly draws lessons from the design style of Japanese printed fonts, which not only embodies the individuality of Chinese characters, but also pays attention to the unity of the overall structure, and interprets the beauty of printed Chinese characters with new forms of expression.

(4) Imitation of Song Dynasty

Imitation of Song Dynasty uses regular script brushwork, with straight strokes, beautiful fonts, slightly longer characters, even thickness, horizontal and vertical strokes. Imitation of the Song Dynasty makes people feel tall and beautiful, solemn and generous. Imitation song style is only suitable for dealing with large paragraphs of text, and the title used for cooperation is too delicate. Imitation of Song Dynasty is carved according to the font of Song Dynasty version. Compared with the Song Dynasty, the horizontal and vertical strokes are relatively uniform in thickness, and the horizontal strokes are inclined to the right, which is similar to calligraphy, strong in movement, meticulous and lively in strokes, fresh and beautiful in effect, and beautiful in composition, so it is often compared to a handsome scholar. In the design of text arrangement, it is often used as the basic font of beautiful prose and poetry, and also as a subtitle or subtitle to identify the author's name. Literally, this font is not three-dimensional, exquisite and dynamic, and it is more eye-catching when read more. Therefore, it is not suitable to be the basic font of long articles. Taking imitation song as the basic word for long lines, we can see that the effect is not only bad, but also the overall sense of the layout is not strong, and the overall layout is not stable and light enough.

(5) Regular script

Regular script on the computer is standardized and reformed according to the traditional regular script, which is a more popular font in modern times. Regular script, also known as original script and regular script, has a history of more than 1000 years. The font of regular script has not changed much. In order to express different artistic interests, its fonts can be long or short, wide or narrow. The strokes can be round, fat or thin. Regular script has delicate strokes, dignified and clear fonts, obvious ups and downs and distinctive features, and has a unique brush style, which is a China printed font compiled by imitating handwriting.

(6) small ball

The shape of the round body is square, the strokes are symmetrical in thickness, horizontal and vertical, the skeleton is hard, the strokes are heavily decorated, all the strokes are curved at the turning points, and the strokes are black and slender. Its typesetting effect has a strong sense of integrity and lines, and it is a highly decorative printing art font. The round body is somewhat childlike and is often used for children's or recreational printing design. However, the shape of the small circle is not compact enough, and the design with more serious content should not be used more. It needs a design that reflects a long history, especially avoiding the use of small circles.

(7) black body

This font is called "bold" because its shape and strokes are square, the same thickness and black blocks. The strokes of bold characters have not changed much, and the style features are: the strokes are equal in thickness, horizontal and vertical, with square head and square tail. The horizontal pen and the vertical pen form a vertical pen structure, which is very stable. The appearance of the whole font is mostly 900 fold angle, which is solemn and solemn, and the visual stimulation is particularly strong. It is a masculine font, which is often compared to "like a soldier, standing like a mountain". Bold characters are eye-catching, have strong visual impact, are easy to attract attention, have a strong sense of modernity, and are easily integrated with modern graphic design images, so they are often used as titles of printed matter and important words of long articles. Be especially careful when using bold words to avoid abuse everywhere. Never use it as a long article, just as a title. When writing a long article, it will be dark, which will make the whole layout look too dignified and depressing, and at the same time it will not be clear, which will affect the reading effect. Bold text as a title has unparalleled advantages. Bold text is concise and powerful, solemn and eye-catching, and also conducive to change, so it is often used as a variant of art. When using bold characters, we should also pay attention to the influence of illusion, which is particularly great visually.

(8) China Xinwei

The font of China Xinwei on the computer is designed according to the calligraphy style "Wei Bei" popular in the Northern Dynasties. Wei Bei's calligraphy style is Jun Fang, vigorous, simple and changeable, which prevailed in Wei, Jin, Southern and Northern Dynasties. This book was engraved at that time, so it was called Weibei. A large number of stone carvings preserved by Xi 'an Stele Forest and Wang Yaoshan in Yaoxian County, Guanzhong, Shaanxi Province are excellent works of Shu Wei. The new Chinese fonts on the computer are both concise and concise for modern office. Written correctly and smoothly, very stylized title words.

(9) Official script

The font of official script on the computer embodies the characteristics of official script well, with a modern sense and obvious artistic decoration effect. The font is square and flat, giving people a sense of regularity, elegance, solemnity, generosity, stretch and beauty. Using official script font, the domain name looks simple and generous, and the overall layout presents the national characteristics of China. When applied to traditional commodity packaging, it can improve the packaging style and make people feel precious or antique.

(10) China running script

"True books are like Taiwan, and running books are like lines." This sentence illustrates the characteristics of running scripts. Running script is a transitional form between regular script and cursive script. It appears after regular script, and it sounds like people are constantly walking. The strokes of running script can run in Lian Bi, which is faster and more agile than regular script, hence the name. Running script is divided into "running script" and "running script", and the running script close to running script is called "running script"; The running script whose form is close to cursive script is called "cursive script". Chinese running script is the most dynamic font in the computer. It is slim, delicate and elegant. There is a subtle hairspring connection between strokes when writing. Smooth blood flow, flowing spirit, generous stretch, clear connection, rigorous care, lively and cheerful, and connected with each other. It can break the page that is too serious and rigid, and is often used as a title.

Font arrangement skills in print advertisements

1, to have a clear layout tone, is to determine the overall style of the font tendency, not all kinds of characters can form their own style, go their own way. Therefore, it is necessary to find out the internal relationship between different fonts (font, size, direction, weight), and combine them harmoniously into one, which not only retains their respective personalities, but also obtains the overall sense of coordination.

2. In order to adapt to people's reading habits, people's eyes generally flow from left to right in the horizontal direction and from top to bottom in the vertical direction. When the inclination is greater than 45 degrees, the eyes flow from top to bottom, and when the inclination is less than 45 degrees, the eyes flow from bottom to top.

3. Consider the shape characteristics of fonts. Flat characters have a sense of left and right flow, long characters have a sense of up and down flow, and italics have a sense of forward or oblique flow.

4. Play the role of blank space.