Folding Drawer Boxes With PVC prepress text design application principles and arrangement methods

Folding Drawer Boxes With PVC prepress text design application principles and arrangement methods

 

In the preprint text design, the production of various advertising accounts for a considerable proportion. In advertising, text occupies a special important position, the use of text to convey information has a long history. Many advertisements are composed of text, and even those with illustrations are inseparable from the layout of text. Words need to be designed to work more effectively. Strictly follow the principles of text use, is to make consumers easy to read the guarantee.

 

First, the application of principles

 

The text of the advertisement should be the text used or communicated by the advertiser and the consumer. Generally, the following principles should be followed:

 

1. Scientific (easy for consumers to read)

Words are a tool to convey information and communicate ideas. We designed the words for the audience to understand. If the text arrangement in the advertisement is not scientific, it will affect the audience's interest in reading, which will also reduce the role of the advertisement.

 

(1) Arrangement:

① Overall arrangement. Text and other elements of the picture should be an organic whole, so in the creative process, text should be taken into account, not after the picture is completed, and then find a place to "install" the text in, so that the text will lose the sense of integrity on the picture, no primary and secondary, appear chaotic, affecting both the picture effect and the effect of information transmission.

 

② Clear priorities. The position and size of the name and title should be eye-catching, so that consumers can read the advertising content at a glance. The secondary text can be smaller. The text layout should pay attention to the size contrast and dense contrast, so that it is clear and easy to recognize.

 

③ Integrate the parts into a whole. If there is a lot of text content, it is necessary to combine them in an orderly way, turn scattered into a whole, and assemble them in one or several places according to the content and primary and secondary of the text, so as to avoid filling the picture with random text. Through the whole arrangement, can make the painting primary and secondary clear, clear, more than chaos.

 

Black is the count of white. Keep a certain amount of white space in the picture. White space is important for the sense of form in the picture. It shows what people can feel but it is difficult to explain. Design, the blank space itself also has great appeal, it can also make the theme of the advertisement more prominent, clear picture, visual comfort, easy to remember and identify.

 

⑤ Lines, Spaces and spacing. Regardless of horizontal or vertical row, the number of words per line should not be too long, as far as possible to reduce the eye up and down or left and right moving distance, row too long, easy to read fatigue, not easy to list, but row too short, also make people feel tired, because it makes people's eyes keep moving to move, too long uncomfortable. For Chinese No.5 characters, the size of the characters is about 3.75mm ~ 3.75mm. The optimal arrangement is 20 ~ 26 characters per line. If it is more than 50 words, it feels too long. In large pictures or small publicity cards, the number of words should be arranged according to the above proportional relationship to deal with. The kerning should not be larger than 1/6 of the word width, but should not be too compact. If the English letters are calculated according to the Chinese No.5 character, each line of characters is more than 10cm long, it is also inconvenient for people to read. Generally, a combination of 60 letters (including punctuation and spacing) is appropriate. If you count by words, 7 to 10 words per line is appropriate. Inclined arrangement of text generally should not exceed 30 degrees, more than 45 degrees of arrangement, make people inconvenient to read.

 

Line spacing, usually greater than the kerning, should be at least double the kerning, clear and easy to read, not easy to list. Reasonable spacing is usually 1/2 to 2/3 of the height of the word. Spacing beyond the height of the word makes people feel loose.

 

Word level, in newspapers, samples, publicity cards and other printed text, we should pay attention to choose the appropriate size of the word level. The choice of word level depends on the distance between the eye guide AD. Printed matter is generally viewed in the hand, with the eye about 30cm away from them. Therefore, as an advertisement text, the word No. 5 is most commonly used.

 

Font, one advertising picture should not choose too many fonts. Usually there are two or three kinds of fonts, plus the font size, length, positive and negative changes, will make the picture is very rich, do not change for change, that often gives people a messy, patchwork feeling.

 

(2) Text and background

When the text is placed in the background, the clarity of the text may be reduced, and the background plays a certain restricting role in the expression of the text.

 

① The processing of text and background must be in harmony. Especially for the processing of captions, due to the small font, the number of words, if the background does not set it off well, it will weaken its role. Therefore, the background should not be too complex. If you arrange captions on a very complicated background, it will cause serious interference. On a black background, a row of large white inscriptions would be obvious, but it would not be ideal to replace the small captions, especially in the light of the black ink is very reflective, to see the small white words on the black background is very difficult. And when it comes to the wrong fit, it will make the writing blurred, difficult to read and uncomfortable to look at. In addition, before printing, if you need to modify a word, a sentence is difficult, only scrap this plate. If you do Yang character can save some trouble, waste less.

 

② Look for text and background with high contrast. Make sure to use high contrast colors, not near dark or near bright colors. For example, red and green can appear dark to the human eye, so avoid using them together.

 

③ Check the color with ash. To check the contrast of the two colors, convert the color to grayscale. This method is sometimes not very effective, some color contrast is clear, and the conversion to gray is not obvious, but on the contrary must be true, if the gray text and background contrast, color clarity must be very good.

 

4. Add a border to the text. If low-contrast text and background combinations are really needed in your design, consider adding a border to the text to make it stand out.

 

⑤ Avoid resonant color juxtaposition. Some color combinations, such as yellow and red, can be distasteful or disconcerting in themselves. So avoid these collocations.

 

⑥ Pay attention to the trapping effect. If you must indent or indent, be careful when placing colored text on a colored background. The eye is very sensitive to the deformation of the text, because of these two kinds of trapping caused by the text grain and filling, or thinning are very unpleasant to look at.

 

2. Practicality (eye-catching and personalized)

Advertising fonts should emphasize the true practicality, so they should be clear and eye-catching, with personality, and have the value of arousing consumers' memories. The use of unique font is a necessary measure to distinguish from other enterprises, but also an important part of the corporate image (symbol). Some well-known domestic enterprises attach great importance to the font design which can reflect and represent the characteristics of their own enterprises. They don't ignore the fact that a unique font can have a subtle effect on consumers, because it can enhance the recognition of the company image.

 

Even the same kind of writing, due to different processing techniques, will form different styles. Individual, unique fonts can be registered and protected by law to prevent others from copying them. Because the font with personality is closely linked with the content of the product, the nature of the company, the characteristics of the enterprise, so it is convenient for consumers to read, and conducive to memory. Fonts with strong personality generally have a strong visual impact.

 

Although unique fonts have the advantages mentioned above, overhandling them will make people hard to recognize. So there should be a limit to the variation of fonts. Which is the best C word to recognize? If we can stand in the consumer's position, put ourselves in their shoes, we will certainly make the right choice.

 

3. Normality (correct use of language)

In the use of advertising text, we should strictly adopt the simplified characters stipulated by the state, which is the requirement of civilized design. This not only promoted the reform of Chinese characters, but also ensured the convenience of people's reading. It's also important for accurate information delivery. It reflects from a side the prepress design workers serious and responsible, meticulous work attitude. And maintain the standardization of the Chinese language. For example, "fangling (lapel)", "Jianjing (glasses)", "Fuhe (lunch box)" and other misspellings are not only difficult to recognize, but also have a negative impact on social education.

 

In the omission of the statement and name, should pay attention to the rationality, to take care of the public, but must avoid people have doubts and misunderstanding. For example, the word "artificial leather" has been omitted, but some people want to omit it again, and actually become "artificial leather". When we see the words "leather shoes" and "leather school bag" in the advertisement, it will make people jump (human leather is not human skin? How can you make a schoolbag out of human skin? These easy and ineffective advertising words can only make people feel confused and ironic.

 

The use of foreign language requires a certain amount of knowledge, if even the most basic common sense is not understood, then it is very difficult to apply. Some signs, for example, cannot be ignored. The word "PEOPLE" itself is plural, so no S should be added after it. Only when it means "people'S", S should be added. But the comma "people's" must be added before the "S", and PEOPLES is the wrong writing.

 

4. Adaptability (meet printing process requirements)

Printing is actually the process of color reduction, no matter how rich the color is made of CMYK four colors overprint. Then in the design of text, we have to consider the printing process. For example, if the color of the text is not CMYK spot color, it needs to be overprinted by CMYK. When the combination is slightly inaccurate in the printing process, the text will appear double shadow and blur. When designing text colors, try to use CMYK spot colors. If you must use other colors, choose a font with a larger stroke and a larger font level.

 

5. Consistency (closely aligned with content features)

When choosing fonts and designing fonts, they should be closely matched with the features of advertising content, and prepress designers should have a holistic idea. Different fonts can bring different feelings and impressions to people, because all kinds of things in life have various symbolic meanings.

 

Food is the entrance of things, almost most of the food must have soft, round, no spikes, easy to bite and other characteristics, so that the entrance is good. For example, chestnuts and pineapples can only be eaten when the skin is removed, and fish bones are sandwiched in the flesh, so people eat with great care. According to these characteristics, the main inscriptions in the general view of food advertising, mostly round head round brain, full of flowing feeling.

 

Strong boldface letters or variants are associated with heavy industrial products; When we use lively, relaxed beautiful body, smooth, slender flower body, and will make us think of light industry products, advanced crafts have exquisite, colorful, high quality, precious and other characteristics. Propaganda children's products advertising font, to make people like to see a group of just out of the shell of the chicken, very cute furry.

 

Fonts not only reflect the characteristics of advertising content, but also reflect the sense of quantity and texture of different things. The good and bad of font design directly affects the grade of products. High-grade products advertising font must give people a sense of luxury, if the choice of simple boldface, this will only reduce the price of goods, damage the image of goods.

 

The application of fonts should not be optional, nor should they be used blindly. A specific font is an integral part of a corporate identity. When your AD needs an update, don't just change the font, at least for a while. The Coca-Cola AD, for example, basically stuck when it chose a font. No matter what form of advertising, do not change the established font, must not use a variant today, tomorrow with bold, such a capricious approach is harmful, not conducive to deepening the consumer's awareness of your advertising degree. [next]

 

Two, the arrangement method

In advertising text, the position of the headline should pay attention to the problem of force field. It plays an important role in dividing space. When dealing with the advertisement text, we should consider the issue of order at the same time as the illustration, and pay attention to the organic connection, so as to form a whole.

 

Order is the unifying factor in change. How to make the picture more orderly? The most effective way to do this is to determine the bone lines in the frame.

 

Skeleton: Its role is to control the arrangement of the image, so that people see the position and boundaries of the image and so on. The so-called bone lattice, in form like music in the staff, the grid in the manuscript paper. Just as the bones of a human body control the arrangement of muscles, a trunk is the bones of a tree.

 

The bone grid line in the picture can be determined by the designer's own shape or according to the need to make arbitrary changes. For example, changing the proportion of cells in bone cells; The lattice line is usually composed of vertical and horizontal lines, which can also be changed in direction or made into a curved shape. Bone lattice line can have cell line, binary line, or mixed line.

 

The frame space is divided by bone grid lines, forming many small Spaces, which can be further subdivided into each other, and also can be integrated into large units. In addition, one of the bone lattice lines can be striated. The lattice can control the position of the base shape, but not its size. Within the same lattice, there are images that transcend the lattice lines, such as large photographs or figures that may take up a lot of space, but are still limited by the lattice. And in a cell of the lattice, many small images can be arranged.

 

In general, there are two types of lattice lines: visible and invisible. The so-called visible skeleton line is able to make people visible and always remain in the picture; Invisible bone grid line is only used to limit the boundary in the design, after the design is removed, can only make people feel the internal control power.

 

Reasonable use of bone lattice line, will make us get a good sense of order. Modern advertising design attaches great importance to the role of bone grid line, breaking the traditional habit of text arrangement, from the monotonous square shape of many forms. But the basic conventions of typography cannot be ignored. For example: to keep a line of text and meaning as complete as possible; Punctuation should be at the end of the sentence, not at the top of the line. Therefore, each line of words needs to be carefully calculated. In addition, other issues related to the return of the line should also be maintained.

 

In a word, no matter how we change the arrangement method, to let the audience read without difficulty, smooth and convenient is the minimum requirement. Do not change the arrangement, but to people to add unnecessary trouble, such as read the last sentence can not read the next sentence, which goes against our design intention.