第五讲 广告的文字.pptVIP

二、文字视觉设计的基本要求 整体风格的统一 笔画的统一 方向的统一 空间的统一 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 三、字体设计的方法 （一） 笔画性变化 抽象的点、横、竖、撇、捺是构成笔画最必需的元素，而笔画又是构成字体的最基本的单位。即： 点、线 笔画 字体 因此，字体设计首先从笔画开始。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 1、笔形变异 对笔画的形态做一定的变异，这种变异是在基本字体的基础上对笔画进行改变。 综艺体 综艺体 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. a. 运用统一的形态元素。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. b. 在统一形态元素中加入另类不同的形态元素。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. c. 拉长或缩短字体的某些笔画。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. d.连笔画 将某一笔划连续贯穿，词组中的每个单字形成连续同一的视觉形象，使文字生动流畅。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 2、笔画共用 借用笔画与笔画之间的相似之处，加以共用。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. （二）字体的象形设计（具象） 根据文字的内容意思，用具体的形象替代字体的某个部分或某一笔画，这些形象可以是写实的或夸张的，但是一定要注意到文字的识别性。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. （三）装饰性变化 在文字笔划之外添加图形，或者将笔画延伸并与图形接续，或在笔画的实空间里填充图形，这都是一种装饰性字体设计的方法。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 字体设计在广告中的应用 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Cop