In the pre-print text design, the production of various advertisements accounts for a considerable proportion. In advertisements, the text occupies a special important position, and the use of text to convey information has long been the origin. Many of the advertisements are entirely composed of texts, and even an illustrated advertisement cannot be separated from the text. Text needs to be designed to function more effectively. Strictly following the principle of using words is a guarantee that consumers can read easily.

First, the application of principles

The text of the ad should be text that advertisers and consumers use or communicate with each other. Generally follow the following principles:

1. Scientific (for consumers to read)

Text is a tool for conveying information and communicating ideas. The text we design is for the audience to understand. If the arrangement of the text in the advertisement is not scientific, it will affect the audience's interest in reading, which will also reduce the effectiveness of the advertisement.

(1) Arrangement:

1 overall arrangement. The text and other elements of the screen should be an organic whole. Therefore, in the creative process, the text should be taken into consideration. After the screen is completed, it is not possible to find a place to “settle in” the text. This will cause the text to be lost on the screen. The overall sense, no primary or secondary, appears disorganized, affecting both the picture effect and the effect of information dissemination.

2 clearly differentiated. The position and size of the product name and title should be prominent and prominent, so that consumers can read at a glance, read the contents of advertisements in a short time, the secondary text can be smaller, the text layout should pay attention to the size contrast, density contrast, make it clear and convincing, the main Clearly.

3 as a whole. If the content of the text is relatively large, when it comes to arrangement, it is necessary to combine them in an orderly manner and to fragment them into a whole. According to the content and priorities of the texts, they should be combined in one place or several places to prevent the images from being filled with messy text. By arranging zeros for the whole arrangement, the paintings can be clearly identified, clearly organized, and more often than not.

4 White is black. Keeping the picture there is a certain amount of blankness. Blankness is very important to the sense of form of the picture. It shows what people can feel but can hardly explain. When designing, the blank space itself is also very appealing. It can also make the subject of advertising more prominent, the picture is clear, visually comfortable, easy to remember and identify.

5 lines, kerning, line spacing. Whether horizontal or vertical, the number of words per line should not be too long, to minimize the distance of the eye up and down or left and right movement, too long, easy to read fatigue, not easy to serial, but too short, but also to make People looked tired because it caused people's eyeballs to move constantly and it was uncomfortable for too long. For example, in Chinese No. 5 characters, the size of the characters is approximately 3.75mm to 3.75mm, and the best arrangement is 20 to 26 characters per line. If more than 50 words, it will make people feel too long. In large paintings or small promotional cards, word counts should be treated in the above relationship. The kerning should not be larger than 1/6 of the word width, but it should not be too compact. If the English alphabet is calculated in terms of the Chinese word No. 5, if each line of characters exceeds 10 cm in length, it will also make reading inconvenient. The general length of a combination of 60 letters (including punctuation and word spacing) is appropriate. If calculated by words, it is appropriate to use 7 to 10 words per line. Tilted texts should not be more than 30 degrees, more than 45 degrees, which makes reading inconvenient.

Line spacing, which is usually larger than kerning, should be at least double the kerning distance. The line spacing is clear and easy to read. It is not easy to serialize. A reasonable line spacing is usually 1/2 to 2/3 of the word height. Beyond the high line spacing, people will feel loose.

At the word level, in the printed materials such as newspapers, magazines, samples, and promotional cards, it is necessary to pay attention to selecting the appropriate size of the word. The choice of word grade depends on the distance between the eye-directed advertisements. Prints are generally held in their hands and their distance from the eyes is about 30cm. Therefore, as the advertising text, the word 5 is the most commonly used.

Fonts, not a lot of fonts should be used in an advertisement screen. Usually there are two or three fonts used together, plus the font size, length, positive and negative changes, it will make the picture very rich, do not change for the change, it often gives a messy, patchwork feeling.

(2) Text and background

When the text is placed in the background, the clarity of the text may be reduced. At the same time, the background plays a role in restricting the expression of the text.

1 The handling of text and background must be coordinated. Especially true is the treatment of explanatory texts. Because of the small fonts and the large number of characters, if the background cannot set it well, it will weaken its role. Therefore, the background should not be too complicated. If you put explanatory text on a very complicated background, there will be serious interference. On a black background, there is a row of white headlines that are certainly conspicuous, but changing to small captions is less than ideal. In particular, black ink is very reflective under the light. It is very hard to see the small white letters on the black background. . And when it comes to misalignment, it will blur the writing, make it illegible, and look uncomfortable. In addition, if it is difficult to change one word or one sentence before printing, only scrapped and remade this version. If you do a positive word, you can save some trouble and waste less.

2 Seek high contrast text and background. Be sure to use a high-contrast color, rather than a dark or near-bright color, for example, the combination of red and green will make people feel darker, so avoid using them together.

3 Check the color with gray. In order to check the contrast of the two colors, the color is converted to grayscale display. This method is sometimes not very effective, some color when the contrast is clear, and converted to gray is not obvious, but the opposite is true, if you look at the contrast between the text and the background when the gray, color when the resolution is also very good .

4 Border the text. If you really need to use a combination of low-contrast text and background in your design, consider adding text to the text to achieve text highlighting.

5 Avoid the juxtaposition of resonant colors. The combination of some colors can make people feel uncomfortable or uneasy, such as the combination of yellow and red. So avoid using these collocations.

6 pay attention to trapping effect. If you must trap by means of inner or outer shrinkage, be careful when putting colored text on a colored background. The eyes are very sensitive to the distortion of the text, because the two types of trapping lead to text grain and stuffing, or thinning people are extremely unpleasant.

2. Practicality (eye-catching, personality)

Advertising fonts should emphasize real use, so they should be clear-headed, personal, and have the value of recalling consumers. The use of unique character fonts is a necessary measure that distinguishes them from other companies. It is also an important part of the corporate organization's image. Some well-known domestic companies attach great importance to font design that can reflect and represent the characteristics of the company. They do not ignore the uniqueness of the font that can have a subtle effect on consumers, because it can strengthen the recognition of the company's image.

Even if the same type of text is used, different styles will be formed due to different processing methods. Individual, unique fonts can apply for registration and are protected by law, which prevents others from imitating. Because the font with personality is closely linked with the content of the product, the nature of the company, and the characteristics of the company, it is convenient for consumers to read and is conducive to memory. Strong character fonts generally have strong visual impact.

Although the unique character font has the above advantages, it will make people feel bad about handling too much.

Therefore, the change of font should also have a certain limit. The same is a C word. Which one is best to recognize? If we can stand in the position of consumers and think about them, we will definitely make the right choice.

3. Standard (use correct language)

In terms of the use of advertising texts, it is necessary to strictly adopt the simplified characters prescribed by the state. This is a requirement for civilized design. This will not only promote the reform of the Chinese character, but also ensure the convenience of reading. At the same time, it is also very important for the accurate transmission of information. It reflects from one side the serious, responsible and meticulous work attitude of the prepress designer. It also safeguards the standardization of the motherland's writing. For example, such “misinformation (lapel collar)” “eye wells (glasses)”, “anti-combination (lunch boxes)” and so on are not only difficult to identify but also have a negative impact on social education.

When omitting sentences and names, attention should be paid to reasonableness and care should be taken to the public, but it must be avoided to cause doubts and misunderstandings. For example, the word "artificial leather" is already an omission. However, some people still want to omit it and turn it into "personal leather." When you see words such as "people's leather shoes" and "people's leather schoolbags" in advertisements, people will be shocked. (Isn't human leather just a human skin? How can we use human skin to make schoolbags?) Regardless of the effect of the ad text, it can only make people look innocent and ridiculous.

The use of foreign languages ​​requires a certain amount of knowledge. If even the most basic common sense lacks understanding, it will be difficult to apply. For example, some signs can not be ignored. The word "people" is a plural number itself, so no S should be added to the back. Only when "people's" is indicated, S is added. However, the addition of a comma "PEOPLE'S" to the front of S is correct. PEOPLES is the wrong writing. .

4. Adaptability (in accordance with the printing process requirements)

Printing is actually the process of restoring color, no matter how rich the color is, the four colors of CMYK are overprinted. Then when designing the text, we have to consider the printing process. For example, when the color of the text is not CMYK spot color, it needs to be printed by CMYK. When the printing process is slightly inaccurate, the text will appear ghostly. Obscure. In the design of the text color, try to use CMYK spot color, if you must use other colors, then select the font of the font thicker, the word size as large as possible.

5. Consistency (comply with content features)

When using fonts and design fonts, it is necessary to work closely with the characteristics of advertising content. Pre-press designers should have an overall idea. Different fonts can bring people different feelings and impressions. This is because various things in life have various symbolic meanings.

Food is the entrance to the food, and almost all foods must have softness, roundness, no spikes, easy to bite, and so on. For example, chestnuts and pineapples can only be eaten by peeling the skin. The fishbone is caught in the fish, so people take extra care when eating. Based on these characteristics, the main headline words in the food advertisements are mostly rounded and full of feelings.

Strong and bold characters or variants can make people think of heavy industrial products; when we use lively, relaxed beauty, smooth, slender flowers, it will remind us of the ingeniousness of light industrial products, advanced crafts, etc. , variety, high quality, luxury and other characteristics. Advertising fonts for children's products should be made to look like a group of newly hatched chickens.

Fonts not only reflect the characteristics of advertising content, but also reflect the amount of sense and texture of different things. Good or bad font design directly affects the product quality. The advertising fonts of high-end products must give people a sense of luxury. If you use simple black letters, this will only reduce the value of the goods and damage the image of the goods.

The application of fonts must not be blinded or used blindly. The specific font is an integral part of the corporate image. When the ads you design need to be updated, do not change the fonts at will, at least for a considerable period of time. For example, "Coca-Cola" advertising, when it selected a font, basically fixed down. No matter what kind of advertising you do, you don't change the established fonts. You must not use variants today, and use bold fonts tomorrow. This kind of capricious behavior is harmful, and it is not conducive to deepening consumer awareness of your advertisements.

Second, the arrangement method

In the ad text, the title of the headline should focus on the force field. It plays a decisive role in the division of space. The processing of advertising texts should consider the issue of order at the same time as the illustrations, and pay attention to organically connecting them so that they can be integrated.

Order is a unified factor in change. How to make the screen more orderly? The most effective way is to determine the skeletal lines in the picture.

Bone lattice: Its role is to control the arrangement of the image so that people can see the position and boundary of the image. The so-called bone lattice is in the form of the stave in music and the square in the manuscript. Just as the human skeleton controls the muscle arrangement, the trunk is the skeleton of a tree.

The skeletal line in the picture can be determined by the designer on its own or the shape of the skeletal frame can be changed as desired. For example, to change the proportion of bone cells; bone line is generally composed of vertical and horizontal lines, you can also change their direction, or make it into a curved shape. The skeletal line can have cell line quality, double line quality changes, and can also have mixed line quality changes.

The frame space is divided by the skeletal line and many small spaces are formed. These small spaces can be further subdivided with each other and can also be merged into a large unit. In addition, one of the lines in the skeletal line can be shifted in stripes. The skeleton can control the position of the basic shape, but it cannot be regulated. In the same skeleton, some images can surpass the skeletal lines, such as huge photographs or figures. They may occupy a lot of area, but they are still limited by bones. And in one unit of the skeleton, many small images can be arranged.

In general, there are two types of skeletal lines: visible skeletal lines and invisible ossicular lines. The so-called visible skeletal line is visible and always remains in the picture; the invisible skeletal line is designed to limit the boundary only. After the design is removed, it can only make people feel the internal control power.

The rational use of bone lines will give us a good sense of order. Modern advertising design attaches great importance to the role of the skeletal line, breaking the traditional text arrangement habits, changing from a monotonous box shape to many forms. However, the basic routine of typesetting cannot be ignored. For example: keep a line of text and words as complete as possible; punctuation marks should be placed at the end of the sentence, but not at the top of the line. Therefore, every row of words needs careful calculation. In addition, other issues related to repatriation should also maintain the original provisions.

In short, no matter how we change the arrangement method, it is the minimum requirement for the audience to read it without difficulty and convenience. Do not change the arrangement, but added unnecessary trouble to people, such as reading the last sentence is not the next sentence, so that it violates our design intent.