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想做出高大上的海报/PPT?来看这份文案字体排版指南手册

发布者: 任媚 | 发布时间: 2018-12-3 18:11| 查看数: 716| 评论数: 2|帖子模式

空间,就是合理地布局文案并突出重点。在对的位置里,遇见对的文案。

空间上的布局,常见有三种。

中心分布:文字为主要内容,或与图相关联,画面稳定。

左右/上下分布:大部分 banner 常用的分布形式,容易平衡版式,内容文案区别对应性强。

对角线分布:相对以上两种更有视觉冲击,不呆板,一般文案为辅助说明,可以以展示产品细节为主。

在找个好布局安放文案的同时,还要突出该强调的重点。

图一:产品为重点,文案为辅助(此处文案应该属于册集说明)。

图二:「精英」文案为主体,以鹰来表现,增加画面感,属于物体服务于文案。

图三:PK与类似钢材材质结合,表现出宣传重点。

对比,就是在确定文案的空间后,让文案本身的字体产生差异,形成对比。有对比,才有伤害,才有视觉冲击力。

大小对比:最明显也最常用,也最容易产生效果,几乎大部分文字排版都使用了这种方法来突出主次。

粗细对比:类似于粗密、深浅,错落有致,从而产生视觉重心。

字形对比:相对以上两种更加自由多样,最普通的为衬线体与非衬线体的对比,甚至还可以进行字体设计,加入图形元素等。

最后,修饰。可有可无,看画面的需要。通过各种加法、减法、乘法进行修饰,可以为单调的文字加上一些细腻的细节。

修饰上的加法:在基础文案上添加元素,加强重点,平衡版式。

加面:以面状出现在文案字体中的,一般作用于重点文案,或者是需要吸引点击的按钮,和框选区分内容。

加线:修饰文字,引导文字,整理文字,平衡画面等。

加点:可以跟主体搭配,充盈画面。

修饰上的减法:在文案的表现形式中做出裁剪,隐藏或者镂空。

边缘裁剪:扩大空间感,在一些日式设计中,有时会故意放大字体到边缘撑住版面。

口袋式隐藏:隐藏看得懂,修饰文字的同时还能引发想象。

镂空:除了可以强调重点文案或主体外,还可以叠加肌理、材质效果于镂空部分。

修饰上的乘法:通过交集产生特殊效果。

与主体/背景交错:交错式,更有前后空间感,与图片主题内容上有更多交互。

字叠加/错落: 突破呆板的的横竖直排方法,悦动。

合二为一:技术上要求比较高,主体物和文案相容,表达更为直接。

接下来我们通过具体案例来进行实际操作。

以7.8号全球上映的大鱼海棠为例,仅对文案排版进行研究,暂不涉及图片哦。

借用大鱼海棠毛笔字体作为主体来进行设计:

图1:中心排版,文案的大小对比,毛笔字和宋体的字形对比,最后用引线作为英文文案的引导。

图2:上下排版,主体放在中间,并用线框包围,毛笔字突破边界。

图3:对角线排版,并用红线平衡画面重心。

接下来我们「大鱼海棠」为重点,仅使用普通的字体来进行排版。

图1:块状分布,对齐后更加整洁,利用修饰线以区分层次。

图2:加面,点,粗细等修饰。

图3:乘法上的字间错落。

总结


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