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英国essay论文精选范文：“文字的由来”，这篇论文讨论了文字的由来。文字是人类文明的智慧结晶，在历史长河中扮演着重要的角色，是人类历史上记事和交流思想的工具，而文字形象的演变更是直观地反映出人类认识自然和改造自然的活动历程，是人类长期社会实践中得到的产物。字体作为文字表述的形式，伴随着人类文明的不断进步，逐步走向成熟。文字在满足人们日常交流和文化传承的同时，自身也开始发展起来，由单一的传统字体，转化为体式各异，花样繁多的设计字体。

Font as a form of Visual communication, regardless of people's daily life, also is in the field of culture, economy, plays a very important role and take on a very important mission. "The invention of the printing and the Renaissance in Europe, greatly promoted the font design in the sense of improvement, people began to pursue a combination of art and science, appears in line with vision than the rule of the law and satisfy the logical thinking, emphasizing design font color, shape and texture. "In this era of ever-changing, industry development of innovations in advertising as the font, constantly create products other than the added value and economic returns. Now, advertising design, font not only shoulder the expression of the content of the theme, more shoulder the designer's imagination and creativity. Font used also enrich the forms and types of Visual communication.

Font design and typography, constitute the common elements are text, but they assume different forms in application functionality. Therefore, the difference between the two, we generally is based on its function.

So-called font design that in accordance with a certain Visual rules and logical thinking carefully arranging and processing of the text as a whole. Typeface design process with human life activities and social practice, self-awareness continues to improve, in the development of human civilization is also gradually become mature and stable. Our ancestors in ancient times knew everything established symbols and graphics, with the deepening of social practices reduced to highly integrated text. According to archaeological discoveries and writing studies, the ancient Phoenician letter symbols for creating text is the earliest we know, through the study of its internal law, the Hebrew alphabet and the Arabic alphabet is formed by its evolution. The passage of history, dynastic changes, different interpretation of different wonderful civilization. Early is represented by the Roman font, design is full of rhythm and rhythm, random sense of space and a sense of unity of the whole and its design concept and application methods are widely used in all areas of Visual design.

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Calligraphy is the art of writing, is the main form of Chinese character art, has a long and ancient history in China, is a special kind of plastic art, it has the artistry, and is full of practical, human records will create text, art and expression of thoughts and feelings sets a performance, is a purely artistic creation. Its main features are: first, to express personal feelings, creators of emotion, strong color, Director of second, for people to enjoy tasting, is treasured by celebrities or copying. Font design is the most important function of transmission of Visual information and text strokes and styling for the attachment of the carrier and the environment, design a human vision and physiologic, complete with vivid overall visual effect, emphasizing its communications function, expression of the theme as much as possible and communicate design information.

Today, the font design was widely used in daily life, people everywhere. In advertising, magazines, logos, packaging, film and television media, obviously, we saw many designers carefully designed text. Excellent design fonts people did not forget, bearing capacity design conveys information to complete the mission and design tasks, but also has the Visual aesthetic effect, people's eyes light up in the heavy industrial society of Visual enjoyment.

With the development of modern commodity, packaging as an important part of the production and circulation, it embodies value and reality on the delivery information plays an important role. Packaging includes not only products required for graphics, color, layout elements, fonts is an important aspect of design. Fonts designed, on the one hand to meet the most basic pass product information, various parameters of the goods displayed to the consumer, on the other hand is to enhance the brand image, and the overall specification and design of the image does and manpower. Modern shopping requirements text both on the packaging and product information product marketing advertising, it undertakes dual responsibility and mission.

According to the different products with different attributes, packaging font in the form of performance is not the same. For example, on the fashion, smooth font design, fashion, machinery manufacturing, Hale and hearty, simple text design, food, daily necessities, crisp, lively text design. Different font formats, have a common point, is by meeting consumers ' demands in order to achieve the goal of people desire to buy.

Poster is a display in outdoor and public fields, so as to form an effective public communication and forms of advertising. Font an expression of design as a poster used by designer applications. Poster fonts generally includes three basic elements are title, text, and advertisements. And depending on the design, fonts can also be graphically appear in the body of the poster, you can create many colorful forms means.

In poster design, the size, shape and color of the font on a range of comparative reference, layout design ads have a strong visual expression, the combination of these visual elements can effectively disseminate information, but also because of its sense of pictures and layered, influence its appeal less than an original image and expression. This means that through design and printing, information content can be expressed more pictures and information.

Renowned Hong Kong designer Mr Kan Tai-keung in using Chinese characters for creative design, it is unique, his advertising poster design has a lot of good. For example: "Chongqing" logo was established as the image of the logo of the city of Chongqing Municipal Government.

Books cannot exist without the text, design and book design is inseparable from the font. Good book design not only allows us to grasp the cultural knowledge in a short time the main flow, and also give the reader creates a beautiful atmosphere, while learning and enjoyment of beauty.

Text and pictures are two basic means of book design. Form of text acts as both a content play, design distinctive font designers according to the subject matter, so that the content of the book are condensed and concentrated, in appreciation of the cover can give the reader a good show. Of course, the text can also be reasonably and properly organized, scientific and reasonable arrangement can improve the book reading tastes.

Japan books binding design Shi Song Pu Kangping had on text in binding design in the of role for has vivid to description: he think text not only can let people feel to various timbre, also has "for composite of more level" will has different size of text design in same plane Shang, can makes readers and books produced "moving of relationship" thus, excellent of designer on text of processing must has full, and deep of culture art literacy.

Font design as one of the basic elements of the VIS, it has the function of conveying your company name and product information in the Visual design plays an important role. During the process of Visual communication frequency is quite high, and all kinds of fonts with different communication functions and forms, broadly divided into the following forms:

Typeface design as a form of logo design, is the most common in CI design. Different font designs have different meanings. And the different combinations, and to design new fonts to try and experience. Includes: Word and word combination of letters with the letter combination, combination of words and graphics, etc. In order to simplify the logo image, to good effect, more and more companies sign consisting of text. Straightforward text, the audience within the effective time, left a clear impact.

Enterprise standard font is often used in combination with corporate logos, special fonts and special printing is generally divided into enterprises. Typically, enterprise standard font in the image and corporate image, or mature and openhanded, and lightness, and to some extent, on behalf of the enterprise's industry characteristics. For example: machinery manufacturing enterprises, its font is composed of some, while media trend or fashion brand, its font is more lively. Corporate fonts to choose from, in addition to the outside and the unity of their own corporate image, and also reading and vision of its target customers have a certain relationship. For example: Microsoft yahei Sina enterprise standard font, although online media, but at the same time and the dissemination of information in different sectors, so using Microsoft yahei font of this neutral.

Different products have different product attributes, representing the target consumers in different markets. Product name font design should pay attention to product features, grasp of consumer psychology and Visual habits, advertising design, product content and product features as much as possible. There are differences with the other industry products and the product quality.

Product font based on the corporate image, depending on the market environment and marketing tools to create different promotional font, so as to meet the promotional needs of products at different angles. Product publicity fonts in the product widely used in all kinds of advertising campaigns, a good font design will heighten the role played in the campaign as a whole, more appropriate product features and benefits, and guide consumers to buy.

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