Design Ideas of Packaging and Decoration--Design of Text Elements (2)

Text Element Design (2)

Text design of ad text

The text occupies an important position in the advertising design, and it will be the most direct way of advertising information transmission relative to the graphic. The graphic is a symbolic, indirect advertising message delivery method. We can see advertisements that are completely composed of words, and we have seen advertisements that have been completed only by graphics.
Text Design of Ad Text - Font Design of Ad Text

First, the choice of font

Attention: Advertising fonts should be able to attract the attention of consumers.

Select the font according to the design requirements:

When selecting a font, you cannot select the font just for highlighting the font. The type, size, weight, and complexity of the fonts are subject to the needs of the entire advertising design. When choosing a font, look at those expressive fonts. The prominent illustrations of advertising design, the text is subordinate, supplementary status, plays the role of set off illustrations, strengthen the contrast, so it is best to choose more simple or neutral font.

Choose fonts based on topic content:
Engineering fonts can make people associate. Therefore, when choosing applications, you should pay attention to the meaning of the content and the font in the shape or symbol. Don't choose ancient and cumbersome fonts to promote modern products.

Note the harmony of the font:

In the advertisement screen, there are often two or more fonts that exist at the same time. Therefore, pay attention to the harmony between different fonts when choosing the font. Under normal circumstances, the font in an advertisement is not easy to be too much, so as to avoid confusion.

Advertising words need to be standardized:

Text is an important means of conveying advertising content. If words are used in a lack of standards, people may misunderstand the content of advertisements or simply do not understand them at all.

Second, the use of the font

The use of decorative text

The decorative text is based on the standard and specification of printing fonts, plus appropriate art language processing, making the font of the text appear more artistic, beautiful and vivid. At the same time, in the process of decoration changes, the shape of the text and the contents of the advertisement can be made. More consistent. However, since decorative fonts may reduce the readability of fonts during the process of decorative changes, decorative fonts are often used for the textual use of advertising headlines and advertising slogans, but are difficult to use for texts in the body text. It is worth noting that the changes in decorative fonts must be based on print and must be closely integrated with advertising content.

The use of calligraphic fonts

Calligraphic fonts are more artistic and vivid than decorative fonts. Due to the differences in writing habits, writing styles, and writing instruments, the nationality embodied in calligraphy fonts is quite obvious. Therefore, calligraphy fonts are also suitable for advertising content with special meaning and special style. Such as the promotion of ethnic culture, local native products, products with national characteristics and traditional advantages, as well as advertisements of culture, art, calligraphy and painting exhibitions, the use of calligraphy to express it is extremely appropriate.

The biggest drawback of calligraphy fonts as the use of ad text is the lack of readability. The way to overcome this is to use some calligraphic fonts that are highly readable or effectively combined with prints.

Combination of word maps

For graphics-based advertisements, fonts are subject to graphics in visual effects and are in a subordinate position. Word maps should be interspersed and overlapped with each other, organically integrated into a whole, so as to enhance the unified visual effect of the advertisement screen; if the font-based advertisement, the font is in a dominant position, the task or the product image is in a subordinate position, it should pay attention to the font Arrangement and arrangement of graphic positions.

Application of font contrast combination

The contrasting combination of fonts can produce a stronger advertising effect and be more eye-catching. The comparison of fonts mainly includes: comparison of different styles of fonts, comparison of fonts with different sizes, comparison of strokes, and thickness of strokes.

The design of print ads is the contrast effect of the pursuit of the screen fonts, sometimes using different styles of fonts, such as the combination of stout black body and the beauty of the Romance, or the cursive of the dragon fly dance combined with the standard and neat printing fonts, and appear within an advertisement screen at the same time. In this case, we must grasp the degree of contrast between the two fonts and the relationship between the primary and secondary, and must not evenly divide the two different styles of words.

In addition, there are bright contrasts in the composition of advertising elements. The contrast of the brightness of the text can be achieved by using the difference in brightness of the text on the one hand, but it is necessary to match the style contrast and the size of the font. On the other hand, the brightness contrast of the text can also be achieved through the density of the text.

The use of font harmony

Although the contrasting font occupies an important position in the design of ad text, the harmonious combination of fonts can also produce a pleasing sensation. It is also necessary to consider the design of ad text. On the one hand, it can be an auxiliary means for comparison and combination, and it is also indispensable for controlling the overall effect of the screen. For some special advertisements, it can also be used as a separate means.

Harmony font combinations in advertisements mainly include similar styles of font combinations, font combinations of the same size, and font combinations of the same brightness.

In the design of advertising screens, in order to pursue a sense of unity, fonts of the same style are usually used, and the contrast of changes in the size and brightness of the text is enhanced to make it clear in the overall harmony and prominent.
The harmony of font size and brightness is mainly focused on the processing of specific elements. For example, in the same headline, the same slogan, and the same paragraph, it must be close to harmony from the size and brightness of the font in order to achieve the same content in visual communication. The overall sense.

The use of font arrangement combinations

The Chinese painting composition emphasizes on "intimidation and sparseness." That is to say, the sparse sparseness and denseness of the secret result in a strong density contrast between the picture constituent elements. This rule also applies to the font arrangement of advertisements. Specifically speaking, a “group”-style grouping arrangement should be formed between advertisements of various types of characters. The title, advertisement words and text should not be linked together. It should maintain a certain distance and space and form a certain degree of density change. The times are clearly defined and clearly organized. The general situation is that the title and slogan should be sparse, and the arrangement of the text is called confidential.

Whether it is the choice of a font or the use of a font, it must follow the principle of "function first, form second". We must not only care about blindly pursuing beautiful forms of expression, but weaken or even lose the ability to convey information through writing.