The text has a clear ideological expression in the design and plays a role in the soul. Text does not only refer to the design and application of a font, but also includes the concept of a document. The design of the text font also emphasizes eye-catching, easy-to-understand, standard and reasonable, beautiful in appearance and closely related to the theme.
I. Title Use lively and wonderful phrases and incomplete sentences to boast about your own products, to care for the vital interests of consumers, and to arouse their desire to buy. In general, direct performance can be divided into three situations:
a. Directly reveal the product. Trademark name b. Direct channel factory name c. Combination of product name and function
The first two kinds of titles can make consumers at a glance, but their attractiveness is not strong. The title combined with the product name and function can tell the name of the product, and can also indicate the social effects. Functions and features are easy to produce better results. The indirect performance uses the third party to use an indirect way to publicize and introduce the features and functions of the goods, so that the consumers can have associations, have artistic interest, and can make use of the image of the screen to make people understand. The font of the title generally uses the basic font, or slightly changed, but not too much. To be eye-catching, easy to read, and consistent with the performance intentions of advertisements, it is necessary not only to win the attention of consumers, but also to win the hearts of consumers, otherwise it will lose its original meaning.
The selection and change of title fonts are determined by the principles of performance and formal beauty. The form of the text must have a certain symbolic significance. The thick and powerful black body is reminiscent of heavy industrial products; the black body with fine strokes feels delicate and is suitable for electric appliances and light industrial products; the round black body has curves, suitable for children's commodity applications; the dignified old Timesong, used for The traditional product logo is stable and has a historical sense; the elegant and beautiful New Song Style applies to clothing and cosmetics, while the italics character brings a sense of style to the picture and brings a sense of movement.
Second, the description text The use of glyphs is generally small, often use Song type, single body, regular script and other fonts, spacing is greater than the kerning, the arrangement of each row should not be too long, all of these purposes are conducive to reading.
Third, the slogan advertising language It is easy to read, full of flavor, with imagination, pointing to a clear, there are certain slogans and warnings. Malaysia's safe driving ads have a strong sense of humor: "You can drive to the speed of no more than 30 miles, you can enjoy a beautiful view of the local; more than 60 miles, please go to court; more than 80 miles, welcome to the latest local equipment Emergency Hospital; 100 miles, please rest in peace!"
Advertising language fonts are generally smaller than headlines. Slightly larger than the explanatory text, using basic fonts, the arrangement of slogans is often arranged below the explanatory text.
Fourth, the communication contact text Communication contact text is usually in a small basic font appear on the edge of the ad.