3包装文字创意思维及设计表现.ppt

包装文字的创意思维及设计表现 一、文字 分类 1. 装饰性文字 “既是字，又是画”常常以暗纹或背景图样的形式出现，或完整或残缺，字体风格多样，组成形式不一，强调装饰性和形式美感。 装饰性文字既有文字信息传达的效率性和直观性，又兼具图形的丰富性和生动性。 改变了文字所惯用的形式， 增强了设计的趣味，强化了包装的定位，加深了人们对此类设计的记忆。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 2. 应用性文字 说明商品的重要信息： 1）主体文字：主要包括商品品牌、商品名称（主面）及厂商名称（可以背面或侧面）。字体设计要有个性和美感，VI系统。 2）资料文字：产品的型号、规格、容量、成分、用途以及使用方法、注意事项等等。（背面或侧面，或内侧，内部说明书）文字内容要求简明扼要，风格、格式应与包装的整体设计形式和谐一致。多采用低调正统的印刷字体。 3）广告文字：内容和形式应简洁、生动、形象、贴切，切忌欺骗与啰嗦。编排位置和形式灵活多变。一般手写艺术体。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 二、包装文字创意设计的原则 包装版面编排由包装形状及大小、产品说明、同类竞争、零售环境、货架位置和规定性要求在内的诸多因素决定的。 1. 限定字体种类：包装主面通常最多采用三种字体。若文本数量过多，则最好采用同一字体家族内有多种风格选择的字体。这样可使外观清爽，信息传达统一一致。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 2. 既要突出个性