In graphic design, typography design shows a strong value charm, which organizes and purposefully arranges all the elements of graphic design, bringing visual effect sublimation to graphic design, making graphic design works more beautiful and richer.
Typography design in a certain flat space, the text, images, colors and other visual elements are effectively combined, forming a multi-dimensional layout with multiple viewpoints and three-dimensional space levels, forming a strong stimulation of people's vision.
Specifically, the whole process of typography design must first establish the theme, make some changes to all the design elements, highlight the personality; then classify similar elements, and appropriately prompt the important information content; and finally further study the shortcomings and deficiencies in the picture, and optimize the layout design scheme to achieve the best design effect.
As a special graphic design symbol, text is an effective information transmission carrier and an infectious design element in graphic design, so it is widely used. There are many reasons to use text, one of which is to increase readability. The text elements in typography design mainly undertake the task of conveying the designer's intentions and various valid information to the audience, so the text elements in them must have basic readability.
The second reason is that the writing is creative. The text in typography design is not single and boring, it must present a personalized form of expression based on the theme of graphic design, and bring pleasant feelings to the audience in terms of external form and design style, such as reasonable deformation and collocation of text strokes, highlighting the structural beauty and stroke beauty of the font, which can make the graphic works more creative.
The value of graphics in flat layout design is mainly reflected in the expression of design intentions in design, showing design themes and creative ideas. From this perspective, when designers design and apply it, they need to personalize the cropping and deformation of the graphics to highlight the detail effect. In this process, the visual form of the graph should take the direction of human visual flow or the direction of the movement trend as the main reference standard, and maximize the existence value of the graph.
The picture in the graphic design works is clearly prioritized and the theme is prominent, which can effectively increase the visual level and rhythm of the layout. This point must be paid attention to by the designer and strictly observed in specific application practices. A good layout always allows the audience to receive information in a relaxed and pleasant atmosphere, and sublimate the design effect in a subtle way.
Taking "blank space" as an example, the application of this technique can bring a good visual beauty to graphic design works, while not cutting off the integrity of the layout, and can create a virtual space to a certain extent to achieve the artistic effect that cannot be achieved by dense layout design.
The ideal goal of typography design is to explore and discover novelty in ordinary forms, and to maximize artistic effects on a limited plane. The following mainly combines several representative directions in the field of graphic design to discuss the specific strategies of typography design.
In the current booming book market, competition is fierce. If you want to quickly attract the attention of the audience, it is not enough to win by the content of the book, but also have excellent layout design, with the help of graphics, pictures and text arrangement, better convey information to readers, and at the same time, with a harmonious and unified, hierarchical layout design to let readers get a good aesthetic experience in the process of reading.
In view of the reader's habits when reading and the jumps and pauses of his gaze, the book layout design must be effectively arranged, avoiding uniformity and dullness, and to achieve visual dynamics, it is necessary to give the reader a relaxed and pleasant feeling in a staggered way. From the perspective of the layout design of the book, one type is the layout design based on text, paying attention to the clear chapters and clear content, and the other is the layout design based on pictures, highlighting the main position of the picture, and the text is attached, which plays the role of decorative explanation.
Starting from the characteristics of different font shapes, we can find out the connection between text and font, so that text can become an effective visual symbol. Whether it is the morphological structure of the font, the size of the font size, the color level, and the spatial relationship, it is necessary to carry out in-depth understanding and a variety of attempts, and achieve a layout effect with strong expressiveness with the help of carefully processed text fonts. For example, children's books emphasize the integration of knowledge and interest, the pursuit of vivid and lively forms of expression, this realistic demand can be fully used in a variety of forms and interesting POP body, handwriting, etc., to meet the visual characteristics and aesthetic needs of children's groups.
In addition, considering the need for dense and virtual changes in the layout, as well as the reader's aesthetic requirements for the shape of the font, designers can choose art characters such as boldface and variety, or bold, or elongate, or squash, or adjust the overall line spacing to obtain a richer visual effect, thereby further guiding the reader and making the reader's reading interesting.
Advertising design has high requirements for layout, and its form is a picture that perfectly combines text, images and colors, mainly posted in various places indoors or outdoors, conveying information for people to enjoy. Because the impression of advertising is mostly instantaneous, it is more necessary to have a good layout as the basis, such as the picture should be obvious, simple and attractive; the text should be large, concise and easy to remember; the elements should be balanced and symmetrical, with visual impact.
Taking commercial advertising design as an example, it must not only contain rich product information, but also achieve prominent themes, sparse and clear at a glance, so that the audience can gain a clear understanding of the product through browsing. Generally speaking, the layout design in the design of commercial advertising mainly includes the following layout composition forms.
First, the title-type composition, that is, using the title as the precursor of the picture, quickly attracts the attention of the viewer, and then further pays attention to the description and trademark graphics below the layout with the help of the perceptual cognition obtained, helping the viewer form a complete understanding.
Second, the full-picture composition, that is, the design without a layout center, occupies the entire layout with a picture, and then directly embeds the title, body and trademark graphics in the appropriate position of the picture, presenting a reasonable line of sight flow process, thereby achieving the sublimation of the effect.
Third, scattered composition, that is, between the figure and the figure, the figure and the text belong to the state of free dispersion, emphasizing the sense of free, random and accidental spatial movement. Of course, the constituent elements can be appropriately changed so that the viewer has the focus of the line of sight in the scattered layout, so as to obtain a complete impression.
Fourth, the main composition of the picture information, that is, the picture is above the layout, the title is below, highlighting the picture area, weakening the text part, and easily attracting the attention of the viewer in the simplest form. For example, the layout design in the design of perfume, food, cosmetics and other poster advertisements can emphasize the shape and visually express them through non-text language such as colors and illustrations; the layout design in the design of poster advertisements such as automobiles, air conditioners, and televisions mainly emphasizes the expressiveness of the text, and explains the product with the help of language and text to stimulate people's desire to buy.
Although the layout design of the packaging is not as complex as the design of the book, it is also very important for the transmission of information and the highlighting of the focus. Therefore, in packaging design, designers still have to design the layout of images, text, colors, etc. to strengthen the visual effect. Looking at those excellent packaging designs, all of them are victorious in terms of color, graphics, structure, etc., and the reasonable arrangement of these elements can enhance the interest and visual impact of packaging and enhance the aesthetic value of packaging design.
The body free-standing packaging layout design is very representative. Designers in advance according to the attributes of the product to create visual graphics, and then use the graphic as the main component of the packaging design, or centered, or slightly offset, in order to form a strong visual impact, to help the product spread and extension. At present, many beverage packaging designs on the market are adopted by this method, and the effect is more ideal.
The color block differentiated packaging layout design mainly refers to the designer using the color block or picture to divide the layout, forming two or more faces, one to display the picture, one to arrange the product. This method is often used in the design of daily necessities packaging. There are also many applications of local enlarged packaging layout design, which mainly hides a part of the main body graphic to display a representative part of the product, so as to create a larger imagination space, stimulate consumers' desire to explore, and activate their deeper purchasing behavior.