Why study typography?

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Why learn typography?

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 must first distinguish the difference between font 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 the font are often used in sentences and short paragraphs, and it is difficult to meet individual design needs. At this time, a customized font design is required, which is different from font design. Formulated font design It is a font that has been artistically processed and sublimated. Compared with the unified, 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 elements and an indispensable expression tool in design. Posters, packaging, signs, books, advertisements, film and television ...even the use of typography is visible in environmental design. 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 scope of application of font design is very wide.I roughly divide common font design application environments into: signs, packaging, posters, advertisements, books, etc. 5 categories. In order to facilitate everyone's understanding, I have selected some works of some outstanding designers to explain to you.

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

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Clients:Hennessy Tmall Supermarket and Brand Day, Jo Malone Perfume Brand Fragrance Screening Exhibition, Tmall Vitality Camp 3X3 Basketball Game, Transparent Coffee Daily Activities, etc.

Designer: Washe

Copyright©Washe

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 the font library, it is often difficult to achieve the ideal effect of highlighting the theme. At this time, you need a designer to do the font design by yourself. Those appropriate 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 bookcover, 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 designing the title of the book as the primary element of the cover will help readers judge whether to pick up the book and read it, so as to decide Whether to buy.

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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? Look at 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

I have to draw pictures every day, so I can’t rely on one font to create the world, and the company doesn’t buy so many commercial font licenses. Currently, the font design ability has been defaulted as the designer’s "standard configuration", In a way, font design also becomes a consideration of good design. Learning font design well is already one of the stepping stones.

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The copyright of the design work belongs to the author

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