Words are an important part of human culture. No matter what kind of visual media, text and pictures are its two major components. The quality of the arrangement of texts directly affects the visual communication of the layout. Therefore, text design is an important constituent technology that enhances the visual communication effect, enhances the appeal of the work, and imparts aesthetic value to the layout.
In the modern design of computer popularization, a large part of the work of designing a word has been replaced by a computer instead of a human brain (many graphic design software has guided the production of artistic Chinese characters, and provided dozens of kinds of ready-made fonts). However, the audience facing the design work is always the human brain rather than the computer. Therefore, the computer is always irreplaceable in terms of people's thinking, such as creativity and aesthetics.
Here, I would like to talk about several points in the design of text design in graphic design and the combination of words. A special reminder is that this should be done by the human brain. Computers cannot be replaced.
First, the principle of text design
1. Readability of text:
The main function of the text is to convey the author's intentions and various information to the public in visual communication. To achieve this goal, it is necessary to consider the overall appeal effect of the text and give a clear visual impression. Therefore, the design of the text should avoid confusion, easy to understand, easy to understand, do not design for the design, forget the basic purpose of the text design is to better, more effective communication of the author's intentions, express the theme of the design and Conception ideas.
2. Give character personality:
The design of the text is subject to the style characteristics of the work. The design of the text cannot be separated from the style features of the entire work, and it cannot conflict with each other. Otherwise, the effect of the text will be undermined. In general, the character of the text can be divided into the following categories: (1) Dignified and beautiful. This type of font is beautiful and fresh, (2) elegant, (3) gorgeous and noble. (4) Strong and straight. The style of the font is rich, (5) simple and refreshing, (6) modern and strong, (7) has a strong visual impact. (8) Deep and heavy. Font style is regular, (9) has a sense of weight, (10) majestic, (11) not (12) can be shaken. (13) Cheerful and light. The font is lively, (14) jumps brightly, (15) has a strong sense of rhythm and rhythm, and (16) gives a sense of vitality. (17) Vigorous and simple. This kind of font is simple and unpretentious, (18) full of ancient rhyme, and (19) can give people an aftertaste experience of passing away time. (20) Novel and unique. The shape of the font is wonderful, (21) not (22) with (23) general, (24) personality is outstanding, (25) unique impression and (26) novel.
3. Visually give people a sense of beauty:
In the process of visual communication, text is one of the image elements of the screen and has the function of conveying emotions. Therefore, it must have a visual sense of beauty and give people a feeling of beauty. Good font design, combined with clever text can make people feel happy, and leave a good impression, so as to obtain a good psychological response. On the contrary, it makes people feel uncomfortable after seeing it, it is difficult to produce a sense of beauty visually, and even makes the viewer refuse to read it, and it is difficult to convey the intentions and ideas that the author wants to show.
4. Be creative in design:
According to the requirements of the theme of the work, highlighting the personality color of the text design and creating unique and distinctive fonts give people a unique visual experience that is conducive to the performance of the author's design intent. At the time of design, we should seek out the morphological features and combinations of words, constantly modify them, and ponder over them repeatedly, so that we can create individualized texts so that their external forms and design patterns can arouse people's aesthetic pleasure.
Second, the combination of text
Whether or not the text design is successful depends not only on the writing of the font itself, but also on whether or not the arrangement of its use is appropriate. If the text in a work is mis-aligned, crowded, and lacks the order of sight flow, it will not only affect the beauty of the font itself, but also it will not be conducive to effective reading by the audience. It is difficult to produce good visual communication results. To achieve a good arrangement, the key lies in finding out the intrinsic links between different fonts and giving them a harmonious combination of different opposing factors. While maintaining their individual characteristics, they also obtain an overall sense of coordination. In order to create a visually contrasting visual effect, you can select contrasting factors in terms of style, size, orientation, brightness, and so on.
However, in order to achieve the unity of the overall combination, but also need to choose the same factors from the style, size, direction, brightness and other aspects. Contrasting and coordinating factors are applied to the needs of expressing the subject in a subordinate manner, which can result in contrasting and coordinated text composition effects with visual aesthetic value. In the combination of words, pay attention to the following aspects: The purpose of the combination of people's reading habits is to enhance their visual communication function, impart aesthetic emotions, and induce people to read with interest. Therefore, in the way of combination, we need to follow the order of people's psychological feelings.
Below, the general reading order of people is listed.
1. In the horizontal direction, people's sightlines generally flow from left to right; in the vertical direction, sightlines generally flow from top to bottom; when they are greater than 45 degrees, sightlines are from top to bottom; when the angle is less than 45 degrees, The line of sight flows from bottom to top.
2. Different appearances of fonts have different visual trends. For example, the characters in a flat body have a sense of movement in the left and right direction, the characters in a long body have a sense of flowing up and down, and the oblique characters have a forward or oblique movement. Therefore, when combining, it is necessary to fully consider the differences in the visual orientation of different fonts and perform different combinations. For example: flat bodies are suitable for horizontal arrangement, long bodies are suitable for vertical combination, and italics are suitable for horizontal or inclined arrangement. The rational use of textual visual trends is conducive to highlighting the theme of the design and guiding the audience's line of sight according to priorities.
3. To have a design tone for the work, each piece has its own unique style. Under this premise, the combination of different fonts on a single page of a work must have a style tendency that conforms to the style of the entire work, forming an overall sentiment and emotional tendency. It is not possible to create a style for each type of text and to act accordingly. The overall tone should be overall coordination and local contrast. There is also a clever change in unity, which has a contrasting and harmonious effect. In this way, the entire work will produce a visual sense of beauty, in line with people's appreciation of psychology. In addition to achieving the tone of the design with a unified text personality approach, it is also possible to form the tone of a unified character from the directionality, and the psychological feeling of color to achieve the effect of a unified tone.
4. Note that the use of negative space in the composition of the text, the negative space refers to the blank space in addition to the screen space occupied by the font itself, that is, the word spacing and the surrounding blank area. Whether or not the text combination is good or bad depends largely on the proper use of negative space. The line spacing of the words should be greater than the kerning distance, otherwise it is difficult for the viewer's eyes to read in a certain direction and order. The space for different categories of text should be properly focused and differentiated by using blank spaces. In order to highlight the morphological characteristics of different parts of the font, appropriate blanks should be left, and the categories should be concentrated.
In a picture layout, the combination of words should be relatively concentrated. If the picture is the main appeal factor, the words should be arranged in a compact place in an appropriate position. It should not be over-diversified so as to avoid confusion caused by the unclear subject. Creativity is a reflection of the designer’s level of thinking and is an important criterion for evaluating the quality of a design work. In the field of modern design, all the production procedures are performed by computers, and the human labor is limited to thinking. This is a good thing. It saves many unnecessary procedures and provides better conditions for creation. However, it is necessary in some cases. At the stage, it is still impossible for the computer to do it completely. People, after all, are people.