What are the basic principles of advertising font design?

Advertising font design must pay attention to the basic principles, and only the design that conforms to the basic principles is a reasonable advertising font design, which adds color to the advertisement. So what are the basic principles of advertising font design? If you don't know this knowledge, please come and have a look at Bian Xiao's detailed introduction.

1 .. The writing style should be coordinated with the overall style of the advertisement.

Every advertising work has a unique style. On this premise, the combination of different fonts in the layout of a work must conform to the style tendency of the whole work and form the overall mood and emotional tendency. It is impossible for all kinds of characters to have their own styles and do their own things. Therefore, on the basis of the correct selection of fonts, it is sometimes necessary to "give priority to pictures and texts", that is, to deform and match words and strokes reasonably, and to emphasize the structural beauty of fonts and the beauty of strokes.

These words should be decorative in the performance.

Creative fonts are different from other fonts because they are decorative. Generally speaking, font design should be accurate and easy to understand in content communication. On this basis, we should further expand the wings of imagination for artistic creation, and at the same time, we should choose appropriate forms of expression for decoration and artistic processing, so that it has the characteristics of decorative beauty and conforms to the characteristics of decorative beauty. Words have new vitality through decorative expression. In addition, we should follow the law of artistic beauty and grasp the shelf structure, stroke form and overall visual effect of fonts.

3. Words should give people a sense of beauty visually.

In the process of visual communication, text, as one of the picture elements, has the function of conveying emotions, so it must have visual aesthetic feeling and can give people a beautiful feeling. Carefully designed fonts and cleverly combined words can make people feel happy and leave a good impression, thus obtaining a good psychological response. On the other hand, it makes people feel unhappy after reading, and it is difficult to produce aesthetic feeling visually, and even makes the audience refuse to watch it, which is bound to be difficult to convey the author's intention and conception. In character design, beauty is not only reflected in the part, but also in the grasp of the pen shape, structure and the whole design. Characters are a combination of horizontal lines, vertical lines, dotted lines and arcs. In terms of structural arrangement and line collocation, how to coordinate the relationship between strokes and characters, emphasize rhythm and rhythm, create more expressive and infectious designs, and convey the content accurately and vividly to the audience is an important topic in character design. Excellent font design can make people unforgettable, which not only plays the role of transmitting information, but also achieves the purpose of visual aesthetics. On the contrary, ugly and vulgar font design and messy text combination make people feel unhappy, and it is difficult to produce aesthetic feeling visually.

4. The visual communication of words should be accurate.

The main function of writing is to convey the author's intention and information to the public in visual communication. To achieve this goal, we must consider the overall appeal effect of words and give people a clear visual impression. Accurately conveying the meaning of words is the first priority. Therefore, the characters in the design should be free from clutter and easy to identify and understand, and should not be designed for the sake of design. Especially in the text design of commodity advertisements, we should pay more attention to any title, font logo and commodity brand. It is the purpose of text design to convey the text to consumers correctly, otherwise it will lose its function. Abstract strokes often have an obvious tendency to form a written form after design, which is consistent with the conveyed content. For example, when designing the font of women's products, it must have a soft and beautiful style, while the fonts of handicraft advertisements mostly use handwritten characters with different feelings to reflect the artistic style and interest of handicrafts. Therefore, no matter how beautiful the glyph is, if the accuracy of the text is lost, the design will undoubtedly fail.

5 characters should have personality in style.

According to the requirements of the advertising theme, highlighting the individual color of text design, creating unique fonts and giving people a unique visual experience will be conducive to the establishment of a good image of enterprises and products. When designing, we should avoid the same or similar fonts as some existing design works, and we should not deliberately imitate or copy them. When designing a specific font, we must explore, constantly revise and ponder from the morphological characteristics and combination arrangement of characters, so as to create personalized characters and arouse people's aesthetic pleasure with its external form and design style.

Generally speaking, the personality of words can be divided into the following categories:

(1) is deep and heavy. The font is regular, heavy, solemn and unshakable.

2 cheerful and light. The font is lively and lively, with distinct jumping, strong sense of rhythm and rhythm, giving people a feeling of vitality.

3 dignified and beautiful. This font is beautiful and fresh, elegant in style, gorgeous and noble.

(4) strong and straight. Font modeling is vigorous, concise and lively, modern and has a strong visual impact.

⑤ novel and unique. The shape of the font is wonderful and unusual, and its personality is very prominent, giving people a unique and novel impression.

(6) vigorous and simple. This kind of font is plain and full of ancient rhyme, which can give people an unforgettable experience of lost time.

In addition, in graphic design, characters have a sense of size, weight and strength visually, and their position on the screen will directly affect the overall effect. It is necessary to deal with the positional relationship between characters and between characters and graphics. In a layout with pictures, the combination of words should be relatively concentrated. If the image is the main appeal element, the text should be compactly arranged in an appropriate position, and should not be excessively changed and scattered, so as to avoid the confusion of line of sight flow caused by unclear theme.

Provide graphic design, decoration design, architectural design, renaming, copywriting planning, website construction, marketing and promotion services for enterprises, businesses and individuals. As long as the tasks that can be solved through the network can be completed through. If you have similar requirements, click Publish Project Now.

Besides, there are all kinds of tasks in the world, whether you are a professional with skills or a technical expert with only time left. You can find the projects you can participate in on the website.