Basic Strategies for Typography! Hard and soft!

In the field of graphic design, font is not only an important medium of information transmission, but also one of the important factors of visual communication. Text is a symbol system used by human beings to record language. As an indispensable part of visual communication art, text design in graphic design forms the core of graphic design together with color and graphics. Taking font itself as a visual design element is a An infectious design.

Text has the function of conveying emotion and aesthetic feeling. The change of text form does not affect the information itself, but affects the effect of information transmission. The designer's choice of text and layout of text directly affect the aesthetic appeal of the entire visual work. Reasonable font strategies in graphic design can be adopted from four aspects: paying attention to font expressiveness when choosing fonts, correctly handling the relationship between text and space, text and graphics should conform to the theme content, and paying attention to the visual communication effect of font layout. The following will be one by one. for analysis.

Choosing fonts should pay attention to the expressiveness of fonts

In graphic design, there are many ways and techniques for word processing. Font design should pay attention to the expressiveness of fonts when choosing fonts, so that the type, size, weight, complexity, etc. of fonts are subject to the needs of the design, and strive to make the information clear so that readers can understand it at a glance.

An excellent font design should be the perfect combination of personalized style and visual beauty. Creating a font design with unique style and personality is particularly important in graphic design. Therefore, in the choice of font expressiveness, we must practice and strive to design fonts with the characteristics of the times by using the font itself, the frame structure and its different organizational arrangements.

Correctly handle the relationship between text and space

The relationship between text and space is also the key to font design in graphic design. In graphic design, correctly handling the relationship between text and space is the expression of rational use of text. In the composition of graphic design, the grouping and arrangement of sparse and dense fonts, collection and scattering affect the visual communication effect of text design.

To deal with the relationship between font and space is to keep a certain distance between the text and other elements in the graphic design in the process of designing text, so as to produce the aesthetic feeling of space composition, and the text design makes the text form A certain change in density makes the text and the spatial composition of the entire graphic design form a pattern with a clear primary and secondary, which can produce better visual communication effects and achieve the purpose of attracting attention.

For example, the comparison of fonts with different styles, the comparison of fonts with different sizes, the comparison of sizes with thicker and thinner strokes, etc. There is also a space relationship between the layout of the font combination. The thicker the strokes of the characters, the smaller the space in the middle, and the overall appearance is dark and dense; the thinner the strokes, the larger the space in the middle, and the overall appearance is light and sparse. Thick fonts have a stronger visual impact. The use of font thickness contrast form is a very effective design method in modern graphic design.

Text and graphics should conform to the theme content

Graphic design includes not only text design, but also graphic design. In graphic design, the relationship between text and graphics should be considered comprehensively, so that the designed text and graphics conform to the theme. The importance of text design in modern graphic design is becoming increasingly prominent. Often in graphic design, text design does not exist independently, but co-exists with other design elements. Only by combining the theme content can the elements of graphic design be coordinated , in order to form the overall tone and emotional tendency.

Properly handle the relationship between text and graphics, and coordinate the external form with the content to be conveyed under the theme of graphic design content, so as to arouse people's emotional experience and fully achieve the vision of conveying information. purpose of the effect. In order to promote the coordinated development of text and graphics, in terms of text design, the corresponding style should be moved according to the theme content and characteristics of the entire work. The font design should be subject to the theme and characteristics of the work, and the combination of various fonts on the layout should conform to the style tendency of the entire work content.

Focus on the visual communication effect of font arrangement

Font arrangement plays an important role in text design. The arrangement and combination of text directly affects the visual communication effect of the layout. The layout and design of fonts should not only correctly convey the information to be conveyed by graphic works, but more importantly, how to impress the audience with the visual law and aesthetic layout, so that the audience can obtain beautiful visual enjoyment while obtaining information. The success of a font design depends on whether it has vitality and appeal, and whether it can affect the emotions of the audience.

Good font creativity or good font arrangement virtually creates visual highlights in graphic design. Different paragraphs use different fonts, and paragraphs gradually intersperse and overlap each other, which adds the finishing touch to graphic design works. effect. When designing fonts, designers only have to do more in-depth understanding and research on the design and application of fonts, dig out their brains on the two details of text itself and image processing, and regard fonts as the oldest and most basic elements of graphic design. Only by forming a simple, simple, and geometrically linear aesthetic of the font, and integrating the passage of time, historical context and personal spirit into it, can we design more exciting works. The application of font design should do the following:

①Unity of form and content

The form of the font should be determined by the content of the text. The font design should accurately reflect the meaning of the content and the main features of the product. Strive to make the personality and artistic style of the text image consistent with the company's products, and the artistic style consistent with the meaning of words.

②Concise, eye-catching, easy to read, and easy to recognize

In the design, the text must use standard simplified characters, and the font design must be concise, eye-catching, easy to recognize, and easy to remember , At the same time, we should also pay attention to the layout and design of the text, so as to make the visual flow rate reasonable and improve the efficiency of reading.

③Beautiful and harmonious, unified style

Beautiful and harmonious fonts can bring aesthetic pleasure to people, which is conducive to giving full play to the visual communication function of fonts and making them Design more productively. On a screen, it is not appropriate to use fonts with too many styles, and we should not only pay attention to the beauty of parts, but should start from the whole, pay attention to the coordination and unity of strokes, the rigorous structure, the relationship between fonts and the unity of the overall style , to enhance the expressiveness and appeal of the font.

In font design, the relationship between various elements in graphic design can be coordinated, so that the overall design work can be as harmonious as possible. Font design can also fully display the theme information of graphic design works, and at the same time show the aesthetic feeling and artistic characteristics of the entire design work. Recommended reading: Straight from the heart! Personalized style of font design.

In order to design truly high-quality font design works, designers need to pay attention to the three major aspects of font layout, font graphics integration, and expressive enhancement, and use a scientific, flexible and reasonable way to The font design fully enhances its expressiveness, and stimulates consumers' interest in consumption while ensuring the artistic beauty is reflected.