平面广告中的字体细节设计研究

发布时间：2018-12-06 19:54

【摘要】：字体细节设计是平面广告设计中一个很小的,但是又不容忽视的关键点。因为字体作为文字的特有面貌在储存、传递、交流信息的时候起到重要的媒介作用。字体中一些细小的环节给人带来不同的视觉体验，产生不同的视觉心理，从而直接影响到平面广告最终要达到的传播信息这一根本目的。在当今平面广告设计领域，大量的设计师在呐喊“创意是设计的唯一动力”这一口号的时候，我想提出这样一个关于平面广告中的字体细节设计的研究论题，一方面：作为一个平面设计者，对于文字、字体有特殊的情感；另一方面：也是呼吁广大设计师在注重创意的同时，不要忘记对于细节的严谨态度，特别是在字体细节这个方面。字体细节设计有两重含义，第一重含义是：字体设计是对于文字本身的设计，这需要很专业和严谨的对于文字造型的把握能力。特别是中文字体的间架结构，笔画风格等等的把握。另一重含义则是平面设计师在使用字体的过程中应该注意的对于字体细节的设计，这包括怎样使用一款字体，以及在平面广告中怎样让字体最清晰、最明了，同时又最具有审美价值。我想这是本文的写作目的之所在。本文从细节设计的概念入手，逐渐深入总结提出字体细节设计这一概念，以及字体细节设计的范畴，进而重点阐述字体细节设计在平面广告中的运用，，包括选择字体、字号、间距、行距、段落布局、色彩等等，例举一些经典的平面广告设计作品来证明这些细节的实际运用，然后总结出四点规律。再通过我个人的出国留学感受和体会，以及自己一整年在德国学习而创作的作品集《方向》一书的整个设计过程中对于字体细节的各种经验，来谈我是如何在实际的设计项目中对字体细节的运用。最后总结全文，提出字体细节设计的必要性和重要性。本文重点在于用自己的实践经验来总结归纳对于字体细节设计的种种体会和感受，希望能够对于自己个人毕业后的职业生涯以及对广大的平面广告设计从业者提供一点理论的指导意义。
[Abstract]:Font details design is a very small, but also can not be ignored key points in print advertising design. Because font as a unique feature of the text in the storage, transmission, exchange of information plays an important role in the media. Some small links in the font give people different visual experience and produce different visual psychology, which directly affects the ultimate goal of print advertising to spread information. In the field of print advertising today, when a large number of designers are shouting the slogan "creativity is the only driving force of design," I would like to put forward such a research topic on the design of font details in print advertising. On the one hand: as a graphic designer, for the text, the font has a special emotion; On the other hand: it is also a call for designers to pay attention to creativity, while not forgetting the rigor of the details, especially in the font details this aspect. Font detail design has two meanings, the first meaning is: font design is the design of the text itself, which requires a very professional and rigorous ability to grasp the text modeling. In particular, the Chinese font frame structure, stroke style and so on grasp. Another implication is that graphic designers should pay attention to the design of font details when using fonts, including how to use a font and how to make it the clearest and clearest in print advertising. At the same time, the most aesthetic value. I think this is the purpose of this paper. Starting with the concept of detail design, this paper summarizes and puts forward the concept of detail design of font and the category of detail design of font, and then expounds the application of detail design of font in print advertisement, including the choice of font and font size. Spacing, line spacing, paragraph layout, color, and so on, some classic graphic advertising design works to prove the practical use of these details, and then summed up the four points of the law. Then through my personal experience and experience of studying abroad, and through the whole design process of the book "Direction", which I have been studying in Germany for a whole year, I have all kinds of experience with the typography details. To talk about how I used the font details in the actual design project. At last, the necessity and importance of font detail design are put forward. The emphasis of this paper is to sum up and sum up all kinds of experiences and feelings about the design of font details by using one's own practical experience. The author hopes to provide some theoretical guidance for his own professional career after graduation and for the general print advertising design practitioners.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524

【共引文献】