论平面广告中文字的作用与设计法则

Talk about Characters in two Dimensional Advertisement's Functions and Design Principle

平面广告设计中,文字的作用和设计方法容易被忽视。事实上,文字的设计与安排在平面广告设计中既有传递信息的直观作用,还有思维导向和图形符号表意的作用。文字设计的不考究会破坏整个设计作品的意境,造成无法弥补的缺憾。设计中,将文字视为元素、符号,重视文字自身魅力的展示、版式、本土化,避免文字的附属、装饰地位,才有可能创作出构思巧妙、图文合度,意境深远的平面广告作品。

In the design of two dimensional advertisements, the functions of characters and methods of design are always easy to be neglected. In fact, the design and arrangement of characters can both convey informations and direct thinking. If we don＇ t pay enough attention to the designing of characters, the whole artistic conception of the product will be destroyed, and it will lead to the irretrievable regret. In this situation, considering the characters as a matter of element and sign, attaching important to the formal and mainland cultivation of itself and avoiding the accessory part it has played, we could reach to the products which have architectonics idea, well - matching photos and words and far - reaching poetic imagery.