Advertising creativity is a comprehensive craft. Its charm comes from the cooperation of various elements such as copywriting, vision, and sound effects.
But in my career, I have often encountered copywriting colleagues who told me this: I am just a copywriter, I only care about the text, and the rest, please go to them.
Following his finger, I didn't see the direction of the sea, but only a few hard-working designers in front of the Apple computer.
I understand, what he means is that he only needs to write the copywriting. As for the effect of the final work, it has to be considered by the designer. He can't control it, and he has no interest in it. The results are predictable.
In advertising creation, if we only consider the text elements and ignore the corresponding art style for support, or apply an unreasonable layout structure, then no matter how clever your copywriting is, it may not be able to achieve the established advertising goals.
In " Ambitious copywriting, how can you not stick to these 9 types of common sense? ", I mentioned that "the text as an advertisement should not only be read, but also pleasing to read". Mastering some comprehensive aesthetic skills and visual performance skills can help you better control the performance of the entire advertisement.
Basic visual cognition, I summarize it as: fonts, typography, images. I have already talked about the "layout" issue, if you forget it, remember to click on the above to review.
Today, let's introduce "fonts". For newcomers who are not in design majors, especially copywriting babies, mastering the following common sense of fonts is enough to deal with most of the daily work.
1. Some common sense of fonts that you cannot ignore
1. Font Definition
Fonts are the character styles used by computers to display text. Its predecessor, before the digital revolution in the printing industry, was a type of type cast in various sizes for typesetting.
The concept of typeface may be unfamiliar to you today, but it made me feel a special honor in my middle school days. At that time, computers had not yet entered our lives, and only professional units or publishing institutions could be equipped with the old-fashioned typewriters, which contained various types of type.
At that time, I did not know where I heard the phrase "publishing an article can turn your name into type." So I've been submitting articles to newspapers and magazines, trying to get a taste of what it's like to have a name turned into type.
Until one day, my dried tofu article was finally published, and telemarketing list I even received letters from readers, which greatly satisfied my little vanity. To this day, I still keep the original journal.
"Yangcheng Evening News" in 1999, intern Le telemarketing list Jianfeng "starred" in the first advertisement (left photo)
2. Font classification
There are thousands of fonts in use in this world. Each typeface shows the far-reaching influence of style, history, culture and many other factors on text design.
The classification of fonts also has multiple standards:
Fonts usually come in different sizes, such as 10 point, 9 point, 8 point, 7 point
Divided by language, such as Chinese font, English font, Hanyu Pinyin font.
Divided by text structure, such as thin, bold, bold, Song, round, italic, Arial, Time New Roman.
From the point of view of advertising or design, according to the morphological characteristics and expression techniques, I roughly divide fonts into three categories: standard, calligraphic and decorative.
1) Standard body
The standard body is stable and law-abiding, and the glyph structure is very clear and easy to read. Its typical fonts include: Hei, Song, Microsoft Yahei. When you don't know how to choose a font, just choose from these three, and there will be basically no big deviation.