| This article basing on the perspective of visual communication will research on font design in graphic advertisement and take its classification, development,relationship and application as the route to get a basic theory and try to outline the function and general principles through understanding its history and development,features and style in order to explore the characteristics of graphic advertisement in structural design from point, line and surface, graphic design, and application of layout design, further providing the creation and development of font design with a reference about time and theory, improving the transmission effect of graphic advertisement and promoting the wide application of font design.This paper argues that font design in graphic advertisement can better convey the information and bring aesthetic feeling to the person on the vision, enhancing the psychological fluctuation of advertising. The font design should follow three principles including readability of the visual form, style unity of the form and content and unique design. From the overall style uniform to the detail unique design, all these can well express the content of graphic advertisement information. In the graphic application of font design, font design of point, line and surface structural design is its common application methods, the font graphical design and font layout design are also creative tactics that often used in graphic advertisement. The paper finally suggests some problems needing avoided in font design to attract the designers’ attention. |
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