The use of printed fonts

All ad text elements (titles, slogans, and text) are suitable for use in typographical work. Among these three elements, the text must be printed, and the title is also printed. However, in some special cases, the advertising language may properly consider fonts other than the printed ones to meet the needs of the content.

If we look at the characteristics of various types of fonts in the print, Song-style is more traditional and suitable for traditional content. Bold is the most popular font and can represent any advertising content. The comprehensive body and round black body have a strong sense of modernity and are suitable for displaying modern advertising content. The art reproductions are generally used for the use of larger texts such as titles because they are thicker than strokes, and are not suitable for use with smaller text such as advertisement texts.

The use of decorative text

The decorative text is based on the standard and specification of printing fonts, plus appropriate art language processing, making the font of the text appear more artistic, beautiful and vivid. At the same time, in the process of decorative changes, the shape of the text and the content of the advertisement can be made. More consistent. However, since decorative fonts may reduce the readability of fonts during the process of decorative changes, decorative fonts are often used for the textual use of advertisement headlines and slogans, and are difficult to use for texts in texts. It is worth noting that the change in decorative fonts must be based on print and must be closely integrated with the advertising content.

The use of calligraphic fonts

Calligraphic fonts are more artistic and vivid than decorative fonts. Due to the differences in writing habits, writing styles, and writing instruments, the nationality embodied in calligraphy fonts is quite obvious. Therefore, calligraphy fonts are also suitable for advertising content with special meaning and special style. Such as the promotion of ethnic culture, local native products, products with national characteristics and traditional advantages, as well as advertisements of culture, art, calligraphy and painting exhibitions, the use of calligraphy to express it is extremely appropriate.

The biggest drawback of calligraphy fonts as the use of ad text is the lack of readability. The way to overcome this is to use some calligraphic fonts that are highly readable or effectively combined with prints.

Combination of word maps

For graphics-based advertisements, fonts are subject to graphics in visual effects and are in a subordinate position. Word maps should be interspersed and overlapped with each other, organically integrated into a whole, so as to enhance the unified visual effect of the advertisement screen; if the font-based advertisement, the font is in a dominant position, the task or the product image is in a subordinate position, it should pay attention to the font Arrangement and arrangement of graphic positions.

Application of font contrast combination

The contrasting combination of fonts can produce a stronger advertising effect and be more eye-catching. The comparison of fonts mainly includes: comparison of different styles of fonts, comparison of fonts with different sizes, comparison of strokes, and thickness of strokes.

The design of print ads is the contrast effect of the pursuit of screen fonts, sometimes using different styles of fonts, such as the combination of stout black body and beautiful Romance, or the combination of cursive script of dragon dance and flamboyant tones with standard and neat printing fonts. At the same time, it appears on an advertising screen. Within. In this case, we must grasp the degree of contrast between the two fonts and the relationship between the primary and secondary, and must not evenly divide the two different styles of words.

In addition, there are bright contrasts in the composition of advertising elements. The contrast of the brightness of the text can be achieved by using the difference in brightness of the text on the one hand, but it is necessary to match the style contrast and the size of the font. On the other hand, the brightness contrast of the text can also be achieved through the density of the text.

The use of font harmony

Although the contrasting font occupies an important position in the design of ad text, the harmonious combination of fonts can also produce a pleasing sensation, which must also be considered in the design of ad text. On the one hand, it can be an auxiliary means for comparison and combination, and it is also indispensable for controlling the overall effect of the screen. For some special advertisements, it can also be used as a separate means.

Harmony font combinations in advertisements mainly include similar styles of font combinations, font combinations of the same size, and font combinations of the same brightness.

In the design of advertising screens, in order to pursue a sense of unity, fonts of the same style are usually used, and the contrast between text size and brightness is enhanced to make it clear in the overall harmony and prominent.
The harmonization of font size and brightness is mainly focused on the processing of some specific elements. For example, in the same title, the same slogan, and the same paragraph, it must be close to harmony from the size and brightness of the font to achieve the same content in visual communication. The overall sense.

The use of font arrangement combinations

The Chinese painting composition emphasizes on "intimidation and sparseness." That is to say, the sparse sparseness and denseness of the secret result in a strong density contrast between the picture constituent elements. This rule also applies to the font arrangement of advertisements. Specifically speaking, a “group”-style grouping arrangement should be formed between advertisements of various types of characters. The title, advertisement words and text should not be linked together. It should maintain a certain distance and space and form a certain degree of density change. The times are clearly defined and clearly organized. The general situation is that the title and slogan should be sparse, and the arrangement of the text is called confidential. In addition, as further mentioned, the arrangement of words in a "group" should also have a close-range change, such as the arrangement of the main text, the arrangement of the line spacing and characters, and the interval between paragraphs and paragraphs. It is extremely important for easy reading and clear passages. In order to make the advertisement picture lively, the advertisement text (especially the title text) is often arranged in various shapes such as arcs, oblique lines, vertical lines, and the like.

Whether it is the choice of a font or the use of a font, it must follow the principle of "function first, form second". We must not only care about blindly pursuing beautiful forms of expression, but weaken and even lose the ability to convey information in words.

(to be continued)