Text/Liao Xinnan
Graphic design is inseparable from font design, which plays an important role in information transmission and communication. Font design includes font structure, image symbols, combination of sound and sound, combined composition, clarity, balance, etc. Only by delving into font design can we use it properly in design and grasp the essentials of font design better. 
The font creative design is different from the general standard font design. The standard font design is limited to the changes of font strokes and body structure. The creative design of fonts also uses the strokes or glyph structure of fonts to change, but this design emphasizes the full exploration of the connotation and extension of fonts, and the strokes, structures, etc. deal with. Creativity is the soul of font design. Generally speaking, font creative design should have the following rules. 
This is the most basic principle of creative design, which is to evolve some kind of "complex" radicals from basic and simple font structure or font strokes. 
It is about making the relatively abstract and imagery font structure concrete. The strokes of some fonts are changed into images or graphic symbols, thereby deriving new concepts or new images. Recommended reading: The "bone, blood, and flesh" of font design! 
Under the premise of not affecting the text recognition and pronunciation, carry out new transformations on the text. 
Strengthening and weakening are both to highlight and strengthen the special meaning of the font. If used skillfully, it can achieve a special effect of finishing touch and getting twice the result with half the effort. The strokes of the text are reduced by using the method of weakening, which also makes the meaning of the font stand out. 
refers to adding some images or strokes related to the text without affecting the reading of the text. 
The imagery is different from general specific images or images, but an "imagery" that combines specific images and spiritual feelings produced by designers after a deep grasp of font symbols. It is difficult to attribute it to a specific form in reality, but it exists in a real sense, which is precisely the intention of the font creativity. 
Composite words, generally also called specific words, trademarked words, or compound words, refer to words designed for a specific purpose or use. The design of composite characters emphasizes the visual recognition of characters and the uniqueness of the overall combination of fonts. It is a combination of two or more fonts, and an overall design process for them to be used as a logo. The design of synthetic characters is the same as the design of logo characters, and the following points should be fully achieved in the design. 
①Through font design, the audience can get a direct impression of the product or advertisement theme, that is, the font design should fully convey the connotation of the product or advertisement theme.
②The font design must be unique, full of appeal and affinity, and must be able to leave a deep impression on the audience. 
③ Font design should take into account the use characteristics of various media, and maximize the visual effect of fonts. 
The design of advertising artwork has strong flexibility and randomness. Under the premise of ensuring the readability of fonts, the arrangement and combination of fonts can be varied, such as adding graphics and images. Advertisement artwork should pay attention to the following aspects when designing:
①The shape design of the font should fully reflect the relationship between the conveyed content;
②The graphical or figurative font strokes should maintain a unified and coordinated relationship with the font structure, and the basic structural relationship of the font should not be destroyed;
③ Other form factors around fonts should also be legible;
④ Handle the relationship between black, white and gray levels between text and graphics. 
Decorative fonts are generally suitable for the design of specific trademarks, logos, various cosmetics, wine packaging, pennants, etc. Its image is specific, lively, full of interest, and can enhance the visual impact and appeal of the design. According to the specific form of expression, the decorative text can be divided into the following types. Recommended reading:The shape of the font is beautiful! Tangible, sound, meaningful
①Pictographic decoration: use the image of specific things to form or replace the strokes of the font, so as to unify the text and the picture.
②Conscious decoration: For some words whose meaning is abstract and difficult to be directly replaced by specific things, typical images that symbolize meaning can be used to indirectly decorate the strokes of the font. 
The ingenious design of the font can highlight the meaning and effectively impact people's vision. It is also the most important channel of communication and even affects people's emotional changes. The expression of fonts can be designed from many aspects such as imagery, understanding, shape and sound, strengthening, weakening, graphic and text synthesis, etc., and it should be matched with reasonable color decoration. In fact, there are no rules for font design, and the most important thing is to be unconventional and bold. 
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