店铺招牌中的字体设计与运用

DESIGN AND APPLICATION OF FONTS IN SHOP SIGNS

店铺招牌是呈现一座城市、一个行业乃至国家历史文化内涵的设计载体。店铺招牌字体设计是品牌标识的外在文化体现,目的在于充分发挥文字的不同内涵,有效传达信息,进一步赋能店铺招牌的艺术内涵,激发消费者需求和促进消费。字体设计作为新的交叉学科,注重广告美学与城市视觉秩序构建之间关系。本文采用文献分析、实证研究、田野调查等方法,依据店铺设计字体设计的点、线、面版式构成,并充分发挥设计者的想象力,有效地呈现了店铺招牌色彩、设计内容、材料选择等变量的相互统一。

Shop signs are design carrier that presents the historical and cultural connotation of a city, an industry and even a country. The shop sign font design is the external cultural manifestation of the brand identity. The purpose is to give full play to the different connotations of words, effectively convey information, further empower the artistic connotation of shop signs, and stimulate consumer demand and promote consumption. As a new interdisciplinary subject, type design focuses on the relationship between advertising aesthetics and the construction of urban visual order. This paper adopts the methods of literature analysis, empirical research, field investigation, etc., and gives full play to the designer’s imagination to effectively present mutual unity of variables of the shop sign color, design content, material selection, etc.