ZhongAn ZED
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Foreword
In the world of visual design, fonts play a vital role. It is not only a fundamental element of design, but also a key tool for conveying information. By using the right font in the right context, you can significantly enhance the energy and professionalism of your design work. Whether in operational activities, posters, books or packaging design, fonts bear the important task of conveying information. They must not only ensure the accurate transmission of information, but also give it a beautiful shape, thereby enhancing the visual impact and attracting the user's attention. Compared with fonts in ordinary font libraries, artistically processed font designs are more unique and attractive.
Font expression type
For beginners, systematically learning font design should start with Chinese fonts. By analyzing popular font design cases, we can roughly divide font expression types into five types: bold fonts, Song fonts, calligraphy fonts, three-dimensional fonts and dynamic fonts.
Boldface
Helvetica, also known as isoline or cube, is a sans-serif font. It draws on the structural advantages of Song fonts and removes the serif decoration, making the overall style simple, fashionable and modern. Bold fonts are extremely versatile and malleable, and can not only show the rigorous temperament of business, but also express youthful vitality and dynamics.
The picture above is an example of the isometric font design for the “Fly Now” activity page of ZhongAn’s WeChat official account.
宋体
Song typeface is a font created for printing. Its characteristics are that the strokes vary in thickness, usually thin horizontally and thick vertically, and the ends of the strokes are decorated with triangular node serifs. As a serif typeface, Song typeface is much more decorative than boldface, and can accurately convey the desired temperament in many fields such as culture, art, life, women, food, health, fashion, etc.
The picture above is an example of the Song font design for the New Year event page of Zhongan’s Tmall flagship store.
Calligraphy
Chinese calligraphy pays attention to the circulation of Qi, which is the echo between characters and lines in the work. Calligraphy works require that the strokes are broken and the meaning is connected, the lines are connected together, and the lines are accumulated into articles. Every word in writing should be both varied and harmonious. The use of calligraphy fonts in font design usually relies on brushes, but in order to enrich the expression, you can also try to use other writing tools such as soft pens, markers, beauty pens, pens, and pencils.
The picture on the right shows the calligraphy font design for the "Ten Thousand People Painting the Blue Sky" activity page of ZhongAn Insurance's WeChat official account. There are usually two ways to implement calligraphy font design: one is to use the calligraphy fonts and brush strokes in the font library for reprocessing; the other is handwritten calligraphy fonts, which can be written with a brush or other tools and then scanned to a computer for processing, or directly written and filled with a hand-painted pen on the computer.
Examples of implementation of calligraphy writing.
Examples of font designs for other writing instruments.
The picture above shows the handwritten font design of the Zhongan app opening page.
Three-dimensional font
Three-dimensional fonts refer to fonts with 3D effects, three-dimensionality and a strong sense of space. The production of such fonts usually relies on
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