On the importance of writing in banner and the composition of characters in banner

Article Description: Analysis of font structure in banner.

Originally wanted to write "advertisemen in the font structure Analysis", later found that the title is a bit large, deviated from the current work in the targeted, so narrowed down to the banner range, the following content only in the current work on the banner design of a little humble opinion, only to play a role.

Banner of the way of communication [TOPIC]

For banner in the Web site

Banner's own shape: shape determines its fixed composition, generally rectangular, banner, left and right structure and centered;

Banner text features: theme-style, generally divided into main headings and subheadings, more text, the design of the time also need to consider the application of various dimensions of the site can be read extension map.

Banner's image features: auxiliary themes, adding text to the rendering power.

Banner transmission behavior: The carrier for the computer screen, IE browser's first screen position, the user eye focus stay for about 3 seconds or more.

[because banner is commonly used in the topic class website, in the portal site level two page, the user comes in before, in the homepage already has the certain understanding and the understanding to the topic, therefore banner's function is in the level two page plays the packing page to increase the content the interest degree and the content direction guidance So this is the same as the traditional advertising in the general requirements of the first sensory visual impact to rape the eye of different places. ］

The importance of writing in Banner

For text, we often hear demand side put forward: "The word to be big!" ”

"Ah?" Even bigger? It's already big! "Then very helpless to pull up a little bit, in fact, we all know that a few pixels is meaningless;"

But carefully think, the demand side really just so little pursuit? After all, they are not designers, they do not know how to express their ideas, and the only way to make them feel conspicuous is only the difference in size, perhaps because, the word is not conspicuous, the word processing is too common, the background is too eye-catching and so on, perhaps, we should understand as: "The word should be conspicuous point", and "conspicuous" way there are many kinds.

banner= text + images [auxiliary]

Banner text generally occupies the entire banner of 70% of the region, and the actual image is only less than 30%, often many designers more focused on the 30% image design, ignoring the most important 70% text areas, and finally only with the system word hastily pieced together, Is the design of such a banner reasonable?

Especially when the theme is extended to a small scale extension, only the area where the text is being used is completely finished.

Attribute differences between Chinese characters and English letters

The difference between Chinese and English letters, letters is a pure pronunciation symbol, each letter itself does not make sense, the meaning of the word from these letters in the horizontal string combination, and the Chinese character of the group Word form is based on pictographic, that is, each word has a special meaning, A simple word in ancient times represents a complex life scene, so it is the world's most vivid text. There are essential differences between the two ways of reading and interpreting, so the arrangement of Chinese characters can not be copied in English, and there are some objective differences between them in the arrangement.

Structural analysis of Chinese and English fonts

A. The actual size of the same font size is different, English because all are letters, the composition of the letter is very simple, screen minimum visual pixels for the 6px[representative font: 04 Font], Chinese structure is complex. Screen minimum visible pixel for 10px[ms Ming/ms UI Gothic] and 11px[new fine body/PMingLiU]

B. The overall arrangement of English is easy to paragraph, into the article, the visual effect is more free and lively, there is a stronger discontinuous line sense, easy to produce rhythm and rhythm.

Chinese overall arrangement is easy to sentence, row, visual effects closer to a regular geometric points and bars, the most important reason is not easy to generate movement because the whole structure is closed, the sum of the stroke tension tends to zero.

C. The length of English is generally more than that of the same meaning, in the design, the English itself is easier to become a design subject, and because the number of letters in the English word is different, in the choreography, the right side of the alignment will produce a natural irregular scattered, which in the Chinese choreography is not likely to occur, The Chinese choreography each paragraph is a complete "block", it is difficult to produce this sense of the scattered.

D. The English structure has the shape of different sizes, in the design of the glyph can not be arranged in the same line, such as gjpqy and other letters to the bottom of the settlement line, and the BDFHKL letter on the top line, other letters to the midline and the line. However, the nature of the layout of the English language is not what the Western designers expect, they spend a lot of time on the fine line of text alignment to adjust the word distance, word distance, line spacing, paragraph before the distance, paragraph, and so on, so that the paragraph tends to more geometric shape.

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