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1. Application principles The text of the advertisement should be the text that the advertiser and the consumer use or communicate with each other. Generally follow the following principles.
1. Scientific (easy for consumers to read)
Text is a tool for transmitting information and communicating ideas. The text we designed is for the audience to understand. If the text arrangement in the advertisement lacks scientificity, it will affect the reading interest of the audience, which will also reduce the effect of the advertisement.
(1) Arrangement:
â‘ Overall arrangement. The text and the other elements of the picture should be an organic whole. Therefore, when creating, you should take the text into account. You cannot find a place to "enter" the text after the picture is completed. This will cause the text to be lost on the screen. The overall sense, without primary and secondary order, appears messy and disorderly, which affects both the picture effect and the information dissemination effect.
â‘¡ The primary and secondary are distinct. The position and size of the product name and title should be conspicuous and prominent, so that consumers can read it at a glance. The secondary text can be smaller. The text layout should pay attention to size comparison and density comparison to make it clear and easy to recognize. Distinct.
â‘¢Zero to whole. If there are a lot of text content, they should be combined in an orderly way when they are arranged, and they will be scattered into a whole. According to the content and primary and secondary of the text, they should be combined in one or a few places to avoid cluttering the picture. Through the arrangement of turning zero into a whole, the primary and secondary paintings can be made clear, organized, and not chaotic.
â‘£ count white as black. Maintain a certain blank space in the picture, which is very important for the form of the picture. It shows something that people can feel but it is difficult to explain. During design, the blank space itself also has great appeal. It can also make the theme of the advertisement more prominent, the picture is clear, the visual is comfortable, and it is easy to remember and recognize.
⑤ Word line, kerning, line spacing. Regardless of whether it is horizontal or vertical, the number of words in each line should not be too long. Try to reduce the distance of the eyes moving up and down or left and right. If it is too long, it is easy to fatigue when reading. People feel tired after reading, because it makes people's eyes move around constantly, and it is uncomfortable if the time is too long. If it is arranged in Chinese No. 5 characters, the size of even characters is about 3.75mm ~ 3.75mm, the best arrangement is 20-26 characters per line. If it exceeds 50 words, it will make people feel too long. In large-scale paintings or small promotional cards, the arrangement of the number of words should be handled according to the above proportional relationship. The kerning should generally not be greater than 1/6 of the word width, but it should not be too compact. If the English alphabet is produced, it will be calculated according to the Chinese No. 5 character. If each line of characters is more than 10cm long, it will also be inconvenient for people to read. Generally, the length of a combination of 60 letters (including punctuation and kerning) is appropriate. If it is calculated by words, 7 to 10 words per line are appropriate. It is generally not advisable to arrange text at an angle of more than 30 degrees, and an arrangement of more than 45 degrees makes reading inconvenient.
The line spacing is usually greater than the kerning, and it should be at least twice the kerning. The line spacing is clear and easy to read, not easy to serialize. A reasonable line spacing is usually 1/2 to 2/3 of the word height. Line spacing exceeding the word height will make people feel loose.
Word-level, in the prints of newspapers, samples, promotional cards, etc., we must pay attention to choose the appropriate size of the word-level. The choice of word level depends on the distance between human eye-guided advertisements. Prints are usually held in hand, and the distance between eyes and them is about 30cm. Therefore, as the content of the advertisement, the size 5 is most commonly used.
Fonts, too many fonts should not be used in an advertising picture. Usually two or three fonts are used together, plus the font size, length, plus or minus, etc., will make the picture very rich, do not change for changes, it often gives people a messy, patchwork feeling.
(2) Text and background When the text is placed in the background, it may cause the clarity of the text to decrease, and at the same time, the background plays a certain role in restricting the expression of the text.
â‘ The handling of text and background must be coordinated. Especially true is the treatment of explanatory text. Because the font is small and the number of words is large, if the background can't set it off well, it will weaken its role. Therefore, the background should not be too complicated. If the explanatory text is arranged on a very complex background, serious interference will occur. On a black background, there is a row of white headlines that must be conspicuous, but it is not ideal to change to small captions, especially the black ink is very reflective under light, it is very difficult to see the small white words on the black . In addition, inaccurate fitting will make the writing blurry, unreadable, and uncomfortable. In addition, before printing, if you need to modify a word or sentence, it is also difficult, only scrapped to remake this version. If you do yang, you can save some trouble and waste less.
â‘¡ Seek text and background with high contrast. Make sure to use high-contrast colors instead of near-dark or near-bright colors. For example, the combination of red and green will make people feel dark, so avoid using them together.
â‘¢Check the color with gray display. In order to check the contrast of the two colors, the color is converted to grayscale display. This method is sometimes not very effective. In some colors, the contrast is clear, but it is not obvious when it is converted to gray, but the opposite must be true. If the contrast between the text and the background is large when viewed in gray, the clarity must be very good in color .
â‘£ Add a border to the text. If you really need to use a combination of low-contrast text and background in your design, you must consider adding a border to the text to achieve the effect of highlighting the text.
⑤ Avoid juxtaposition of resonant colors. Some color combinations will make people feel disgusted or uneasy, such as the combination of yellow and red. So avoid these collocations.
â‘¥ Pay attention to the trapping effect. If you must trap inward or outward, you must be careful when placing colored text on a colored background. The eyes are very sensitive to the deformation of the text. The text becomes grainy and stuffed, or becomes thinner due to these two trappings.
2. Practicality (eye-catching, with personality)
Advertising fonts should emphasize authenticity, so they should be clear, have a personality, and have the value of causing consumers to recall. The use of unique fonts is a necessary measure to distinguish it from other companies, and it is also an important part of the corporate image (logo symbol). Some well-known domestic enterprises attach great importance to the font design that can reflect and represent the characteristics of the company. They do not ignore the unique effect of unique font on consumers, because it can strengthen the recognition of the company's image.
Even if it is the same type of text, it will form different styles due to different processing methods. Personalized and unique fonts can be applied for registration and protected by law, which can prevent others from imitating. Because the personalized fonts are closely related to 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. Fonts with strong personality generally have a strong visual impact.
Although unique fonts have the above-mentioned advantages, but over-handling will make people uncomfortable. Therefore, the font change should also have certain limits. The same is a C character, which one is best to recognize? If we can stand on the standpoint of consumers and think about them for ourselves, we will definitely make the right choice.
3. Standardity (correct use of language and characters)
In the use of ad text, it is necessary to strictly adopt the simplified characters prescribed by the state, which is the requirement of civilized design. This not only promotes the reform of Chinese characters, but also ensures the convenience of reading. At the same time, it is also very important for the accurate transmission of information. It reflects the serious and meticulous work attitude of pre-press design workers from one aspect. And maintain the standardization of the motherland's writing. For example, these counterfeit typos such as “reverse order (lapel)â€, “eye well (glasses)†and “reverse (lunch box)†are not only difficult to recognize, but also have a negative impact on social education.
When omitting sentences and names, you should pay attention to the rationality and take care of the public, but you must avoid causing doubts and misunderstandings. For example, the term "artificial leather" is already an abbreviation, but some people still want to omit it, and it becomes "human leather". When you see the words "Human leather shoes" and "Human leather schoolbags" in the advertisement, it will startle people (Isn't human leather just human leather? How can we use human leather as a schoolbag?) Regardless of the effect of the ad text, it can only make people seem inexplicable and ridiculous.
There is a certain amount of knowledge in the use of foreign languages. If you do not understand even the most basic common sense, it is very difficult to apply. For example, some signs cannot be ignored. The word "People" is plural, so S should not be added after it. S should only be added when it means "People's", but a comma "PEOPLE'S" must be added before S to be correct. PEOPLES is wrongly written .
4. Adaptability (in line with printing process requirements)
Printing is actually the process of restoring colors, no matter how rich the colors are, they are overprinted by the four colors of CMYK. Then when designing text, you have to consider the printing process. For example, when the color of the text is not a CMYK spot color, it needs to be overprinted from CMYK. When the registration is slightly inaccurate during the printing process, the text will appear ghosted. Blurred. When designing text colors, try to use CMYK spot colors. If you want to use other colors, choose a font with a thicker stroke and a larger font level.
5. Consistency (close cooperation with content characteristics)
When selecting fonts and designing fonts, they should be closely matched with the characteristics of the advertising content. The pre-press designer should have an overall concept. Different fonts can give people different feelings and impressions, because all kinds of things in life have various symbolic meanings.
Food is something that is imported. Almost most foods must be soft, round, free of spikes, and easy to bite, so that they can be imported. For example, chestnuts and pineapples can only be eaten by peeling them. The fish thorns are caught in the meat of the fish, so people take extra care when eating. According to these characteristics, most of the main headline words in food advertisements are mostly round-headed and round-headed, which is full of flowing feeling.
The bold and powerful bold or variant characters will remind people of heavy industry products; when we use lively and relaxed beauty, smooth and slender flowers, it will remind us of the ingenuity of light industrial products and advanced crafts. , Diverse, high-quality, expensive and so on. Advertisement fonts to promote children's products should make people as cute as seeing a group of chicks just out of the shell.
The font not only reflects the characteristics of the advertising content, but also reflects the sense of quantity and texture of different things. The quality of the font design directly affects the product grade. The advertising fonts of high-end products must give people a sense of luxury. If you use simple bold fonts, this will only reduce the value of the goods and damage the image of the goods.
The application of fonts cannot be used without choice or blindly. A specific typeface is an integral part of a corporate image. When the ads you design need to be updated, do n’t just change this font, at least for a certain period of time to keep the same. For example, the "Coca-Cola" advertisement, when it selected a font, was basically fixed. No matter what kind of advertising you do, you do n’t change the established font. Do n’t use variants today, or bold fonts tomorrow. Such capricious practices are harmful, and are not conducive to deepening consumers ’awareness of your ads.
Second, the arrangement method In the advertisement text, the position of the headline should focus on the problem of the force field. It plays an important role in dividing the space. The processing of the advertisement text should consider the issue of order at the same time as the illustration, and should pay attention to the organic connection to make it integrated.
Order is the unifying factor in change. How to make the picture more orderly? The most effective way is to determine the grid lines in the picture.
Skeleton: Its role is to control the arrangement of the image, so that people can clearly see the location and boundary of the image and so on. The so-called bone lattice is like a musical notation in music and a square in manuscript paper. Just like the skeleton of the human body controls the arrangement of muscles, the trunk is the skeleton of a tree.
The bone grid lines in the picture can be determined by the designer himself or changed as needed. For example, change the proportion relationship of bone grid cells; bone grid lines are generally composed of vertical and horizontal lines, and you can also change their direction or make it into a curved shape. Bone grid lines can have unit line quality, dual line quality changes, or mixed line quality changes.
The picture space is divided by bone grid lines to form many small spaces. These small spaces can be further subdivided with each other, or they can be merged into large units. In addition, one of the bone grid lines can be shifted in sections. The bone grid can control the position of the basic shape, but cannot control its size. In the same bone grid, some images can go beyond the bone grid lines, such as huge photos or graphics, they may occupy a lot of area, but still limited by the bone grid. In one unit of the skeleton, many small images can be arranged.
Generally, there are two types of bone grid lines: visible bone grid lines and invisible bone grid lines. The so-called visible bone grid line is to make people visible and always remain in the picture; the invisible bone grid line is only used as a boundary function during design, and removed after the design, it can only make people feel the inner control power.
Reasonable use of bone grid lines will enable us to get a good sense of order. Modern advertising design attaches great importance to the role of bone grid lines, breaking the traditional habit of arranging words, and changing from monotonous square shapes into many forms. But the basic conventions of typesetting cannot be ignored. For example: as much as possible to keep a line of text and the meaning of the word complete; Therefore, how to arrange each line of words requires careful calculation. In addition, other issues regarding return travel should also maintain the original regulations.
In short, no matter how we change the arrangement method, it is the minimum requirement for the audience to read it without difficulty, smooth and convenient. Do n’t change the arrangement, but add unnecessary trouble to people, such as reading the previous sentence but not the next sentence, which violates our design intent.
In the design of prepress, various advertisements have taken up a considerable proportion. Paper-based advertising for printed matter has become an important means for businesses to establish their own image and promote their products. In advertising, text occupies a particularly important position, and the use of text to convey information has a long history. Many advertisements are composed of text throughout, and even illustrated advertisements are inseparable from the cooperation of text. Unless it is an advertisement that promotes a logo, it is rare to see advertisements without text. Text needs to be designed to function more effectively. Strictly following the principle of using words is a guarantee for consumers to read easily.