In addition to special paper and special production technology, top-class excellent business cards pay attention to and pursue concise words, distinct fonts, outstanding design awareness and novel artistic style, which can be summarized in three words: simple, desirable and calm.
1, Jane: The main information conveyed by business cards should be concise and clear, and the composition should be complete and clear.
2. Work: Pay attention to quality and efficiency, and try to make the information clear.
3, easy: easy to remember, easy to identify.
This puts higher demands on the copywriting of top excellent business cards. We know that the business card copy is mainly divided into two parts, one is the theme copy, and the other is the auxiliary explanation copy. Subject words generally refer to the name and work unit of the business card holder. The auxiliary explanation copy includes the title, communication method and unit address of the business card holder. Whether it is the theme copy or the auxiliary explanation copy, it must obey the overall composition. Pay attention to the following points in the arrangement of composition:
1. The copywriting content of business cards should be concise, the information transmission should be accurate, and the theme copywriting and auxiliary explanation copywriting should be clear. Theme copy and auxiliary explanation copy should be different in font usage and font scale.
2. The layout paragraphs of the copy should be neatly arranged, beautiful and generous, and pay attention to formal beauty. Don't be sloppy and messy. In our daily work, many business cards are used to communicate with each other, and everyone's reading of business cards is pleasing to the eye, so whether the layout of the copy is reasonable is very important to lock the reader's sight.
3. Visually speaking, the line spacing must be greater than the word spacing. This can strengthen the neatness and clarity of lines, help to eliminate the visual fatigue caused by reading and improve readability.
4. The font of business cards should be standardized.
5. The design of Chinese and foreign business cards should be based on Chinese. The blocky structure of Chinese characters is more readable than any foreign language visually. It is more convenient for Chinese-based business cards to transmit information in foreign languages. The design of business cards not only pays attention to the sense of form, but more importantly, the function of the business card itself. The social scope of each of us is diverse and complex, and so is the business field, so focusing on Chinese can make it more convenient for more people.
6. Combination design and arrangement of characters in business cards. In a business card, the largest proportion is words, so the design and arrangement of words is very important. The combination and arrangement of words that conform to the law of art form also have beautiful enjoyment.
Design of (1) character. The writing design of business cards is divided into two systems. One is the theme writing, which generally adopts dignified and generous bold, song style, official script and so on. Sometimes, free bodies related to the business card holder's work and the nature of the unit are adopted. The general text is slightly larger than the auxiliary explanation copy. The second is the auxiliary explanatory text, which is usually in Song style, sometimes in bold or italics, and the words are slightly smaller.
(2) The layout design of the text. In the design of business cards, it is necessary to make all the characters have proper positions, have a proper arrangement, have a hierarchical arrangement, pay attention to the division of points, lines and planes, have the visual focus of the picture, pay attention to the changes of font forms and have priorities. More specifically, there are many forms of characters in business card design, such as end to end, end to end, virtual reality, front and back, center, division, combination and so on. Flush: the first word of each line or paragraph is arranged in the first cell of the same line, and there is no space at the beginning of each line and paragraph. Tail alignment: the last word of each line or paragraph is arranged in the last cell of the same line, and then aligned. Reality: Due to the different positions of characters in business cards, the design methods should be different. Solid, hollow, stroke thickness, font size and color contrast can be considered to emphasize the primary and secondary relationship. Before and after: between the theme of the business card and the auxiliary text, different colors are used to make the text far and near under the influence of color, which enriches the picture level. Center: The scheme of business cards is arranged up and down or left and right according to the needs of the theme and design, and the center of the picture shall prevail. Segmentation: mainly consider the needs of composition, and separate the theme from the auxiliary text with colors and lines, which makes people easy to understand, clear at a glance and clear in hierarchy.
Combining and arranging the characters on business cards in various ways will form colorful visual effects.
7. Contrast between business card copy and blank. The words and blanks of business cards are the relationship between the map and the ground, which set off each other. Designing business cards includes logo, color theme scheme, auxiliary scheme, etc. These contents must always be planned as a whole, with clear priorities, so as to form a unified picture and pay attention to the contrast relationship. It can be seen that the contrast between copy and blank is very important. Some business card designs exaggerate the theme of the business card, regardless of the overall elements of the picture. I think this can make the theme of the business card more clear, but it is not. The reader's reading of business cards is the overall feeling of business cards, and this overall composition is more formed by the contrast between the copy of business cards and the blank. The copywriting of business cards is generally summarized into various geometric shapes in the overall composition, such as equilateral triangle, right triangle, rectangle, square, circle, semicircle, ellipse and so on. In this way, the copy is integrated into one, which forms an overall regional contrast with the blank space, making the overall composition of the picture clearer and the theme copy more prominent.
In addition, the contrast between the scheme and the blank can also enhance the rhythm of the picture. Generally, blank space is left around the picture or interspersed in the whole picture to avoid staying in the center of the picture, which can avoid the centrifugal theme text and reduce the attention value. As for the appropriate proportion of blank, it should be decided according to the specific situation.
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