In the era when all people watch mobile phones, is there a way out for font design?

Nowadays, opening QQ and chatting with three or five friends has become a habit in the lives of most people. However, with the continuous improvement of personalized needs, young people are no longer satisfied with simply switching the font size and the style of the chat bubble box when chatting. They choose a font that can represent their personality, preferences, and even mood as the chat font. Become the most fashionable experience nowadays.

Cui Weiguo, person in charge of personalized products of Tencent's social network business group, said that downloads of personalized fonts have now reached 100 million users. This higher payment penetration rate has probably reached 70 to 80% of users.

The enthusiasm for font consumption has been rising wave after wave.

Fonts usually appear inadvertently, but they have already influenced our choices invisibly: when a font with a sense of design is applied to a product package, it can Instantly win people's goodwill, and have the impulse to learn more and even buy. After all, in this era, "face value is justice".

When we walk into a movie theater, the first thing we are attracted to is the movie poster. Nowadays, more and more movies and TV variety shows are choosing to "customize" their own exclusive fonts. For example, last year's hit movie "The Legend of Wukong" and the TV series "White Deer Plain" that entered thousands of households, all used exclusive special fonts to package their own vision, so that people can remember the film and television works, but also remember the fonts.

▲Founder's handwriting-Huangling Wild Crane Script

▲Founder's handwriting-Huangling Wild Crane Script

▲Founder handwriting-Zhao Anti

▲Founder handwriting-Zhao Anti

In fact, as a relatively niche industry, font design is not far away from ordinary consumers. Changing fonts on mobile phones, chasing popular IPs, and many small details in life are related to fonts. closely related. With the upgrading of consumption, the demand for personalized fonts has increased rapidly, and the development of the font industry has ushered in a broader space. Nowadays, a large number of post-90s have entered the society to participate in work, and they have already marked the development of the information age in the consumer field.

With the popularity of the Internet, smart phones, and new opportunities brought about by technological progress, the font industry has now begun to provide services only for corporate customers, and has turned to more and more Individual consumers such as private customization. Its business model is also constantly updated.

Huang Weidi is a student of the No. 2 Experimental Primary School in Haidian District, Beijing. Two years ago, Huang Weidi, who was only eight years old at the time, launched his The first set of fonts "Mo Basui Ti". Having produced a set of his own fonts, he can also make money, which makes the little guy feel very proud and makes him fall in love with writing even more. Huang Weidi, who is 10 years old this year, plans to publish another set of fonts "Mo Shisui".

▲Fang Zhengmo's eight-year-old style

The private customization of fonts just hits the current young people's preference for "customization". In this regard, "handwriting to create characters" appeared in front of the public. This APP has created an ecosystem from writing, practicing, creating and using characters, and launched a series of fonts from famous calligraphers, film and television stars, and popular IPs. Users can choose to change the display fonts of mobile phones through major mobile phone theme stores, or use cool colorful fonts and dynamic fonts to chat with friends through mobile QQ, or experience the charm of personalized fonts in Qzone, Xunfei and other software. In 2017, more than 3 million people purchased Founder's font library for use on mobile phones and mobile apps. Founder Handwriting hopes to cooperate with the vast number of software and hardware manufacturers in the industry, and through the power of technology, open up the application scenarios of personal fonts, and realize the ideal of "Chinese people, seeing characters as they are".

▲Demo of handwriting and character making APP creation

In fact, not only is the current consumption of fonts constantly upgrading, but the market is always changing. The only constant is to keep up with the changes, and a steady stream of fresh blood is naturally indispensable to carry changes. During this period, Founder Font has been working hard and making intensive efforts, accumulating strength for the current explosion of the font market.

In addition to its own design team, Founder also cooperates extensively with all walks of life to launch the fonts of calligraphers such as Guan Jun, president of the Chinese Calligraphy Academy, and Long Kaisheng, director of the Chinese Calligraphers Association. Fengya Kaisong by well-known designer Liu Yongqing, Whispering Song by Hong Wei, Junhei by Li Shaobo, Dean of the Academy of Fine Arts of Hunan Normal University, fonts by movie star Xu Jinglei, cartoonist Miaowu, and chalk brother Cui Xianren who roams the streets. More and more people who love characters are joining the Chinese font design industry.

▲Fang Zheng Guan Jun regular script

▲Fang Zhenglong Kaisheng running script

▲Fang Zheng Jinglei body manuscript

Every typeface we use consumes a lot of energy from the designer, requires a very high technical foundation and a lot of manpower to complete, and usually takes one to two years even longer. It is precisely because of their efforts that they can accurately and artistically express the expressive words in all aspects of life in the form of fonts. It is precisely because of this intelligent labor process that computer fonts are fully in line with the protected objects in the sense of copyright law, and thus should receive due legal protection.

Since 2008, with the development of China's economy, consumption upgrades, and the country and all walks of life's emphasis on intellectual property rights, companies have put forward higher requirements for the quality and style of fonts. The font industry It began to recover and gradually entered a new stage of benign development. From 2008 to the present, more than 6,000 companies have purchased the authorization of Founder Font for commercial purposes such as product packaging and advertising.

In order to repay the society, Founder Type has successively launched activities such as the font authorization plan for public welfare organizations and public welfare activities, and the genuine font support plan for Chinese design schools. "Compared with foreign font giants, Chinese enterprises are still very weak. Only when each enterprise comes from the heart, respects its own value, and grows bigger and stronger as a whole, can the society know the existence of our industry. Chinese characters are our roots. , I hope that Chinese font companies will continue to work hard, starting from writing and practicing, so that Chinese people can write Chinese characters well, develop more and better fonts, convey the beauty of Chinese characters, serve China, serve the cultural circle of Chinese characters, and serve the whole world. Zhang Jianguo, vice president of Founder Electronics and general manager of the font business department, said in an interview with CCTV.

The so-called "the nation is the world", the prosperity of the country will promote the prosperity of traditional culture. The spread of Chinese character culture is not only related to a font industry, but also related to the self-confidence of the entire nation. The future has come, just waiting to be grasped.