Text application principles and arrangement methods
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In the prepress design, the production of various advertisements has accounted for a considerable proportion. Print advertising with paper as a carrier has become an important means for businesses to establish their own image and promote their products. In advertising, words occupy a particularly important position, and the use of words to convey information has been around for a long time. A lot of advertisements are composed of texts, and even an illustrated advertisement cannot be separated from text. Unless there is an advertisement for a promotional sign, it is rare to see ads without text. Words need to be designed to work more effectively. Strict adherence to the principles of text use is a guarantee for consumers to read.
First, the application principle
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)
Words are tools 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 viewer's interest in reading, which will also reduce the role of advertising.
(1) Arrangement:
1 overall arrangement. The other elements of the text and the picture should be an organic whole. Therefore, when you are creative, you should take the text into consideration. You can't find a place to put the text in the picture after the picture is completed. This will cause the text to be lost on the screen. The overall sense, without the primary and secondary, appears disorganized, affecting both the picture effect and the information dissemination effect.
2 primary and secondary points are clear. The location and size of the product name and title should be conspicuous, so that consumers can see at a glance, read the advertising content in a short period of time, the secondary text can be smaller, the text layout should pay attention to the size contrast, dense contrast, make it clear and easy to recognize, the main The second time is clear.
3 is zero for the whole. If there are more texts, when they are arranged, they should be combined in an orderly manner, and the whole piece should be scattered as a whole. According to the content and the primary and secondary, the words should be combined in one place or several places to avoid the pictures filled with disorderly words. By turning zero into a whole arrangement, the paintings can be clearly defined, organized, and not chaotic.
4 counts white when black. Keeping the picture blank, the blank is important to the form of the picture, and it shows things that people can feel but are difficult to explain. When designing, the blank space itself is also very appealing. It can also make the theme of the advertisement more prominent, the picture is clear, the vision is comfortable, and it is easy to remember and recognize.
5 lines, kerning, line spacing. No matter whether it is horizontal or vertical, the number of words per line should not be too long. Try to reduce the distance between the eyes moving up and down or left and right. It is too long. It is easy to fatigue when reading. It is not easy to serialize, but it is too short. The person looked tired and tired because it kept the eyeball moving and moving away, and the time was too long and uncomfortable. If the Chinese word is arranged in the 5th word, the size of the word is about 3.75mm~3.75mm, and the best arrangement is 20~26 words per line. If it exceeds 50 words, it will make people feel too long. In large-format or small-sized publicity cards, the number of words should be treated 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 calculated according to the Chinese word No. 5, if each line of words is longer than 10 cm, it will also make people inconvenient to read. The length of the combination of 60 letters (including punctuation and word spacing) is generally preferred. If you calculate by word, 7 to 10 words per line are appropriate. The obliquely arranged text should generally not exceed 30 degrees, and the arrangement of more than 45 degrees makes the reading inconvenient.
The line spacing, usually larger than the kerning, should be at least double the kerning. The line spacing is clear and easy to read, and it is not easy to serialize. A reasonable line spacing is usually 1/2 to 2/3 of the word height. A line spacing that exceeds the word height can make people feel loose.
At the word level, in the printed matter of newspapers, magazines, sample cards, publicity cards, etc., it is necessary to pay attention to selecting the appropriate size of the word. The choice of word level depends on the distance between the human eye guide ads. Prints are generally taken in the hand, and the distance between the eyes and them is about 30cm. Therefore, as the advertisement text, the 5th word is most commonly used.
Fonts, too many fonts should not be used in an advertisement screen. Usually there are two or three fonts to use, plus the font size, length, positive and negative changes, will make the picture very rich, do not change for 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 degraded, and the background plays a certain role in restricting the expression of the text.
1 The processing of text and background must be coordinated. Especially the treatment of the explanatory text, because the font is small, the number of words is too much, if the background can not set off it well, it will weaken its role. Therefore, the background should not be too complicated. If the explanatory text is arranged on a very complicated background, serious interference will occur. On a black background, there is a row of white headline words that are conspicuous, but it is not so ideal to change to a small caption. Especially in the case of black ink, the reflection of the black ink is very powerful. It is very difficult to see the small white characters on the black background. . And if you encounter a misalignment, it will make the writing blur, illegible, and uncomfortable. In addition, before printing, if you need to modify a word, a sentence is also difficult, only scrapped to reproduce this version. If you do a positive word, you can save some trouble and waste less.
2 Seeking text and background with large contrast. Make sure to use high-contrast colors instead of near-dark or near-bright colors. For example, a combination of red and green can make your eyes feel darker, so avoid using them together.
3 Check the color with gray. To check the contrast of the two colors, the color is converted to a grayscale display. This method is sometimes not very effective, some colors are sharply contrasted, and the conversion to gray is not obvious, but the opposite is true. If the contrast between the text and the background is large when gray, the clarity must be good in color. .
4 Add a border to the text. If you really need to use a combination of low-contrast text and background in your design, consider adding a border to the text to achieve a prominent text effect.
5 Avoid juxtaposition of the color of the resonance. The combination of some colors can be offensive or unsettling, such as the combination of yellow and red. So avoid using these collocations.
6 pay attention to the trapping effect. Be sure to be careful when placing colored text on a colored background if you must trap it by extension or contraction. The eyes are very sensitive to the deformation of the text, because the text caused by these two traps becomes full and thin, or the thinning makes people look very disrespectful.
2. Practicality (obtrusive, individual)
Advertising fonts should emphasize realism, so be clear, personal, and have the value of causing consumer memories. The use of unique fonts is a necessary measure that distinguishes them from other companies, and is also an important part of the corporate image. Some well-known domestic enterprises attach great importance to the font design that reflects and represents the characteristics of the company. They do not neglect the unique role of the font can have a subtle influence on consumers, because it can enhance the recognition of the company's image.
Even the same kind of text, because of different processing methods, will form different styles. Personalized, unique fonts can be applied for registration and protected by law, which prevents others from imitating. Because the personalized font is 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. Strong personality fonts generally have strong visual impact.
Although the unique fonts have the above advantages, they can be overstated if they are handled too much. Therefore, there should be a certain limit to the change of the font. The same is a C word, which one is best recognized? If we can stand on the side of the consumer and put ourselves in the shoes of their minds, we will definitely make the right choice.
3. Standard (correct use of language text)
In the use of advertising texts, it is necessary to strictly adopt the simplified words prescribed by the state, which is a requirement of civilized design. This is not only to promote the reform of Chinese characters, but also to ensure that people are easy to read. It is also important for accurate delivery of information. It reflects the serious and responsible attitude of the prepress design workers from one aspect. And maintain the standardization of the motherland's writings. For example, "anti-competition (lap-turning)" "eyes (glasses)" "reverse (lunch box)" and so on are not only difficult to recognize, but also adversely affect social education.
When omitting statements and names, you should pay attention to the rationality, take care of the public, but must avoid causing doubts and misunderstandings. For example, the word "artificial leather" is already an ellipsis, but some people still want to omit it, and it has become a "human revolution." When you see the words "human leather shoes" and "human leather school bags" in the advertisement, it will make people scared. (Does human leather not be human skin? How can you use human skin as a schoolbag?) Ad text that ignores the effect can only make people look unpredictable and ridiculous.
In the use of foreign texts, you need to have some knowledge. If you don't understand the most basic common sense, then it is very difficult to apply. For example, some signs cannot be ignored. The word "people" is plural in itself, so S should not be added afterwards. Only when it means "people's", S is added, but it is correct to add a comma "PEOPLE'S" in front of S. PEOPLES is wrong writing.
4. Adaptability (in accordance with printing process requirements)
Printing is actually the process of color reduction, no matter how rich the colors are overprinted by CMYK four colors. Then you have to consider the printing process when designing the text. For example, when the color of the text is not a CMYK spot color, it needs to be overprinted by CMYK. When the printing process is slightly inaccurate, the text will be ghosted. Unclear. In the design of the text color, try to use CMYK spot color, if you want to use other colors, then choose a font with a thicker font, the word level is as large as possible.
5. Consistency (closely aligned with content characteristics)
When choosing fonts and designing fonts, it must be closely matched with the characteristics of the advertising content. Prepress designers should have a holistic view. Different fonts can bring different feelings and impressions to people. This is because various things in life have various symbolic meanings.
Food is the entrance to the food, almost all of the food must be soft, round, no spikes, easy to bite, etc., so that the entrance is good. For example, the chestnut and pineapple can only be eaten by peeling off the skin. The fishbone is caught in the fish, so people take extra care when eating. According to these characteristics, the main title words in the food advertisements are mostly round and round and full of flowing feeling.
Strong and strong blackface or variant words will reminiscent of heavy industrial products; when we use a lively, relaxed beauty, smooth, slender flower, it will remind us of the ingenuity of light industrial products, high-end crafts, etc. , multi-faceted, high quality, valuable and so on. Advertising fonts for children's products should be as cute as seeing a group of chicks that have just been shelled.
The font not only reflects the characteristics of the advertising content, but also reflects the volume and texture of different things. The good or bad font design directly affects the product grade. The advertising fonts of high-end products must give people a sense of luxury. If you choose simple black characters, this will only lower the value of the goods and damage the image of the goods.
The application of fonts must not be chosen, nor can it be used blindly. A specific font is part of a corporate image. When the ads you design need to be updated, don't just change the fonts at random, at least for a considerable period of time. For example, the "Coca-Cola" advertisement, when it selects a font, is basically fixed. No matter what kind of advertisement, you don't change the established font. You must not use variants today, and use blackbody tomorrow. This erratic practice is harmful and is not conducive to deepening consumers' awareness of your advertisement.
Second, the alignment method
In the ad text, the position of the headline should focus on the problem of the force field. It plays a decisive role in dividing the space. The processing of the internal text of the advertisement should consider the issue of order at the same time as the illustration, and pay attention to the organic connection and make it integrated.
Order is the unity of change. How to make the picture more orderly? The most effective way is to determine the bone line in the picture.
Bone: Its role is to control the arrangement of the image, so that people can see the position and boundaries of the image and so on. The so-called skeleton is similar in form to the staff in the music, the square in the manuscript paper. Just as the bones of the human body control the arrangement of the muscles, the trunk is the bone of a tree.
The bone line in the picture can be determined by the designer to determine the shape of the bone or to change as needed. For example, changing the proportional relationship of the bone unit; the skeleton line is generally composed of vertical and horizontal lines, and can also change their orientation or make it a curved shape. The bone line can have a change in the unit line quality, the double line quality, or a mixed line quality change.
The picture space is divided by the skeleton line to form a lot of small spaces, which can be further subdivided with each other, or can be merged into a large unit. In addition, one of the lines of the skeleton line can be stripped. The bones can control the position of the basic shape, but cannot govern its size. Among the same bones, some images can go beyond the bone line, such as huge photos or graphics, which may take up a lot of area, but still subject to the bones. And in a unit of the skeleton, many small images can be arranged.
Usually, there are two types of bone lines: visible bone lines and invisible bone lines. The so-called visible skeleton line is to make people visible and always remain in the picture; the invisible skeleton line is only used to limit the boundary effect in design, and it is only designed to remove it, which only makes people feel the inner control power.
The rational use of the skeleton line will give us a good sense of order. Modern advertising design attaches great importance to the role of the skeleton line, breaking the traditional text arrangement habits, and changing many forms from monotonous square shapes. But the basic conventions of typesetting can't be ignored. For example: keep a line of text and meaning as complete as possible; punctuation should be placed at the end of the sentence, not at the beginning of the line. Therefore, how to arrange each line of words requires careful calculation. In addition, other issues related to return 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 and convenience. Don't change the arrangement, but it will add unnecessary trouble to people. For example, after reading the last sentence, it is contrary to the following sentence, which violates our design intent.