摘要
字体设计在现代广告设计与创意表达上发挥着重要作用。在现代广告设计创意表达过程中,字体设计作为人们情感表达、语言沟通的重要载体元素,是现代人群观看广告必可不可缺的组成部分。鉴于字体设计在现代广告创意中的多元表达方式以及显著的应用价值,尝试从字体表达形态为切入点,具体细致性研究字体对广告媒介的助力作用、传播作用,并结合字体设计在遵循应用原则前提下对广告动态内容的呈现,以此分析、研判、思考字体设计在现代广告创意中的再创新应用,使其更具有时代特色与传播魅力,焕发出新的创造活力,进一步浓缩设计者的思想精华,实现现代广告创意挖掘与开发,全面展现商品或服务的优渥性,为受众带来更舒适的观感体验。
Font design plays an important role in modern advertising design and creative expression.In the creative expression process of modern advertising design,font design is an important carrier element for people’s emotional expression and language communication,and it is an indispensable part of the modern crowd to watch advertisements.In view of the diversified expression methods and significant application value of font design in modern advertising creativity,try to start from the form of font expression,and specifically study the boosting and dissemination effects of fonts on advertising media,and follow the principles of application in combination with font design.Under the premise,the dynamic content of advertising is presented,so as to analyze,judge,and think about the re-innovative application of font design in modern advertising creativity,so that it has the characteristics of the times and the charm of communication,radiates new creative vitality,and further condenses the designer’s The essence of ideas,to realize the mining and development of modern advertising creativity,fully demonstrate the advantages of products or services,and bring more comfortable viewing experience to the audience.
作者
龚莹莹
GONG Ying-ying(Anhui Vocational Technical College of Radio,Film and Television,College of Art and Design,Hefei 230011,China)
出处
《青海师范大学学报（社会科学版）》
2022年第1期160-164,共5页
Journal of Qinghai Normal University（Social Sciences）
关键词
字体设计
广告创意
应用
字体创新
font design
advertising creativity
application
font innovation
作者简介
龚莹莹(1981-),女,汉族,安徽合肥人,安徽广播影视职业技术学院副教授。研究方向:数字媒体艺术设计。
