Why learn typography?

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Why learn typography? Since the beginning of the year, I have received this question from some word friends one after another. I will share it with you again today.

Because design work requires it? Does the boss like Party A? Because the current brand LOGO is popular with text style? Movie posters and e-commerce promotional pages for marketing promotions pay special attention to fonts? Can the use of compelling fonts on product packaging attract the attention of buyers in the first place? Graphical text, no need to spend money to take pictures, no more fear of infringement pictures, can use designed text to solve the visual needs of the screen? ... This is a problem caused by the needs of the current market.

It is not difficult to see that with the continuous improvement of public aesthetics, everyone's pursuit of design sense has become indispensable, making "font" a necessary trend in visual communication design.

When discussing font design, we should be clear about the difference between font design and font design.

The design of the font library needs to pay more attention to the wide range of readability, recognition, unity, and promotion. In the design of the Chinese font library, more than 6,700 fonts are used as a set, which can meet the basic application needs. And such a high-quality font design often takes more than half a year to complete, and it may even take a year or two. Obviously, font design requires a huge and systematic teamwork, and not all independent designers have the conditions to try.

The fonts in fonts are often used in sentences and short passages, and it is difficult to meet individual design needs. At this time, a customized font design is required. It is different from font design. The formulated font design is artistically processed and sublimated The font, compared with the uniform, stable, and less individual fonts in the font library, the Chinese character structure and graphic charm displayed by the font design are more unique and personalized.

In visual design, fonts are almost always used. Fonts are the most basic design element and an indispensable expression tool in design, such as posters, packaging, signs, books, advertisements, film and television...even in environmental design All visible font applications. In addition to the basic function of accurately conveying information, fonts also need to be endowed with beautiful shapes to make their visual communication stronger and richer, and to attract users' attention.

The application range of font design is very wide. I roughly divide common font design application environments into:5 categories, such as signs, packaging, posters, advertisements, and books . In order to facilitate everyone's understanding, I have selected some works of some outstanding designers to explain to you. In addition, there will be a message at the bottom of the article.

A brand must have a logo, and the logo is the core symbol of the brand. As far as brand design is concerned, font design can be applied as a brand logo, which is both graphics and text.

Logo>

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Client: Victoria Harbor Restaurant Group

Designer: margaretcheung & beckwong (AsiaOneCommunicationsGroup)

Creative Director: Nang

Interior Design: PURGE Ltd

Copyright©CKYM

The font design can directly reflect the attributes of the brand's industry. For example, in the cosmetics and skin care products industry, slender and elegant fonts are mostly used, and the financial industry mostly uses fortitude and steady fonts. Such font design can convey effective information to users from the subconscious. The elements in the font are used in print advertisements, packaging, products , and even its application in decoration permeates the image of the brand.

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Client: IinumahonkeInc.

Design: MasaomiFujita/tegusuInc.

Photographer: YoshiroHayakawa

Copyright© MasaomiFujita/tegusuInc.

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Client: "TEDxNTUST Annual Conference"

Designer: ChiunHauYou

Copyright© ChiunHauYou

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Client: Chunhua Qiushi

Design: Holycowdesign

Copyright© Holycowdesign

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Client: 宭 Design Studio - Identity Design

Designer: ChiunHauYou

Copyright© ChiunHauYou

LOGO, which is designed with fonts, not only faces a wider range of audiences, but also has a more direct communication.

Packaging>

In the product packaging, font design is indispensable. Fonts are an important visual element in the communication of packaging information, and well-designed fonts make product packaging attractive.

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Customer: KushimaAoifarm Co., Ltd.

Designed by: MILTZ

Copyright© MILTZ

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Client: Dongyuan Hot Pot

Design: AntlersArtisans

Copyright© Antlers Artisans

Poster>

Posters have three major functions, advertising, art and cultural communication. Excellent posters often have a high level of design, and the use of design elements such as graphics, text, and color complements each other, enhancing visual expression and at the same time possessing unique artistic charm.

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Client: Jihe (Beijing) Culture Media Co., Ltd.

Art Direction: TsengGreen

Designer: Li Yimei IMeiLee

Photographer: Qian Shangyun MoChienPrint: Li-Yiprinting|Li-Yiprinting

Copyright©Zeng Guozhan

If you only use fonts in fonts, it is often difficult to achieve the ideal effect of highlighting the theme. At this time, designers are needed to design fonts by themselves. Those occasional and personalized font designs are most commonly found in posters for film and television, games, and themed events.

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Beijing Zhaoli Visual Culture Media Co., Ltd.Project: Zhaoli johnny Daxin Bi Yujuan jamie Fu Yang

Art Director: Zhao Lijohnny

Synthesis: Zhao Li, Johnny Daxin, Bi Yujuan, Jamie Fu Yang

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Client: Ministry of CultureVisual image coordinator: JLDESIGNVideo music design: MUSDM.comAudio effect cooperation: DearPostAudioProductionLtd.

Illustrator s design: Mr.PIZZA!Dynamic design n: WildDesign Chen Zhiyu IdaChen/Wu Yuwei PhilWu/Hou Siyu Szu-YuHou

About more font designs used on movie posters:

• The poster of "My Neighbor Totoro" in China designed by Huang Hai is really healing

• Huang Hai spent half a year making two posters for Zhang Yimou's latest movie

• Interpretation|The font design on the movie posters released in August will show you enough!

Books>

Books cannot be without font design. The font of the text should follow the principle of smooth reading, the font changes should not be too complicated, and the arrangement of the text should conform to the reading habits of the language so that readers can quickly recognize it. As for the title of the cover of a book, as the primary element of the cover, quick recognizability is even more important. The font design is reasonably matched with colors, so that readers can capture the visual information at the first time, and the title of the book is designed as the primary element of the cover, which will help readers judge whether to pick up the book and read it, so as to decide whether to buy it.

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Designer: Guo Xinxiang

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"Signal: Original Screenplay" book cover design

Designer: Zhu Chenyi

Copyright©Zhu Chenyi

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Client: FacesPublicationsDesigner: Wang Zhihong

Copyright©Wang Zhihong

About the use of more font design in book cover design:

• How to design a good book cover? Check out his work

• A font design idea for a book cover

• Text typesetting is very important in book album design

With the emergence of new media, the carrier of design has changed from the original paper media to the current screen display. As a basic way of communication, fonts are also changing their role, and there are more and more font changes. Now e-commerce posters, mobile phone theme fonts, dynamic fonts, and posters are beginning to appear, aiming to give users more visual Experience and sensuality.

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Tmall 2018 Double Eleven

◢Eslite Bookstore Poster

Copyright©Yun-FangHo

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Client: TheWallMusic/This Wall MusicDesigner: Zeng Guozhan>

Animation Design: PhilWuPrinting: Li-Yiprinting/Li-Yiprinting

Copyright©Zeng Guozhan

Dynamic Typography>

As mentioned in the previous article "Four Design Skills You Need to Learn in 2020", "moving" will be a popular trend in the future, both in brand LOGO and UI/UX. Simple graphics "move", which can increase the conversion rate and keep the viewer's attention on the graphics for a longer time. At the same time, it is also mentioned that font design will become larger and larger in typesetting in order to meet the current society that pursues rapid information quantification.

“ more modern information

The more we strive for speed”

< /section>

A few days ago, I shared with you the dynamic icon of the 2020 Tokyo Olympics, which was designed by Japanese designer Kota Iguchi. Kota Iguchi, who graduated from Musashino Art University, once used the structure of Chinese characters to complete a set of logo font designs with great visual impact.

The word "future"In this dynamic effect

< section>Contains circular and linear plane elements

At the same time, there are three-dimensional conical shapes,very clever< /section>

The drawn curtain

to explain the image of the word "cloth"

< /section>

The design of the umbrella character adopts traditional Chinese characters

Many people stand under the umbrella,The umbrella itself is Pictograph

Bamboo charactersThe overall material is taken from bamboo, and the character "Bamboo" is made

< span>Using entity imagery to appropriate design techniques,Using bamboo leaves as elements

Wooden characters

Through rain and snow, wind and cloud, and land and other natural elements

expresses the connotation of wood

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every day For drawing, you can’t go around the world with one font, and the company doesn’t buy so many commercial font licenses. At present, the font design ability has been defaulted as the designer’s "standard configuration", in a certain To a certain extent, font design has also become a consideration point for good design, especially dynamic font design, which will be the mainstream of future design. Learning font design well is already one of the stepping stones.

Finally, if you want to learn font design and dynamic fonts, you can pay attention to the evening of March 6 At 10:30, I will recruit some students to teach you these two pieces of knowledge.

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The copyright of the design work belongs to the author

@字体设计edited release

Official poster design vs unadopted poster

The text animation of NIKE is too magical!

Logotype|Collected 100+ Japanese font designs

How does Shiseido extend a Chinese character into a set of English fonts ?

In the early stage of font design creation, the draft plays a key role in our conception