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Why should you learn font design? Since the beginning of the new year, I have continued to receive this question from some friends. Let me share it with you today.
Because it is needed for design work? The boss likes it and Party A likes it? Is it because text style is popular in brand logos nowadays? Do movie posters, marketing promotions, and e-commerce promotion pages pay particularly high attention to fonts? Can using bold fonts on product packaging attract buyers' attention immediately? Graphical text, no need to spend money to take photos, no longer afraid of copyright infringement. Can the visual needs of the picture be solved by using designed text? ...This is a problem caused by current market needs.
It is not difficult to see that with the continuous improvement of public aesthetics, everyone's pursuit of design has become indispensable, making "fonts" a necessary trend in visual communication design.
When discussing font design, we first need to clearly distinguish the difference between font and font design.
The design of font libraries needs to pay more attention to large-scale readability, legibility, uniformity, and promotion. The Chinese font library design has more than 6,700 fonts as a set, which can meet basic application needs. The design of such a set of high-quality fonts often takes more than half a year to complete, or it may even take a year or two. Obviously, font design requires the cooperation of a large and systematic team, and not all independent designers have the conditions to try the job.
The fonts in the font library are commonly used in sentences and short paragraphs, and it is difficult to meet personalized design needs. At this time, a customized font design is needed. It is different from the font design in that the formulated font design 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 also an indispensable expression tool in design, such as posters, packaging, logos, books, advertisements, film and television... and even in environmental design. All font applications are visible. In addition to the basic function of accurately conveying information, fonts also need to be given a beautiful shape 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 the common font design application environments into: logos, packaging, posters, advertisements, books, etc. 5 major categories . In order to facilitate your understanding, I have selected some works of some outstanding designers and explained them to you. In addition, there will be a message at the bottom of the article.
Every 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 used as a brand logo, which is both graphics and text.
Mark>
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Client: Victoria Harbor Restaurant Group
Designer: margaretcheung & beckwong (AsiaOneCommunicationsGroup)
Creative Director: Nang
Interior Design: PURGE Ltd
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