It has the characteristics of large picture, wide content, rich artistic expression and strong visual impact, and is often used in movies, plays, competitions, cultural performances and other activities.
Movie poster is a branch of poster. As a propaganda material of film art, it often condenses the essence of a film, has profound cultural connotation and artistic aesthetics, has strong ornamental value, and enables the audience to enjoy another kind of graphic art besides the film itself.
An excellent movie poster often has a high design standard, which complements the graphic, text, color and other design elements, enhances visual expression and has a unique artistic charm.
In the design of movie posters, besides the expression of pictures and colors, font design based on movie names is also a very important part.
It is an important carrier to convey movie information. After artistic design, it can make the text image scene and visual, strengthen the language effect, and play a great role in improving the design quality and visual expression of posters.
Excellent font design of movie posters has great reference significance for us to deal with fonts in brand design or page design.
Let's discuss the font design in movie posters and analyze how excellent font design plays an important role in poster design.
Since it is about font design, we should start with the history of characters.
China is a multi-ethnic country with a wide variety of scripts, among which Chinese characters are the most widely used and the official script of China.
Chinese characters, also known as Chinese characters and Chinese characters, are widely used in China cultural circles.
At present, the Chinese character system is divided into traditional Chinese characters and simplified Chinese characters. The former is used in Chinese communities in Taiwan Province Province, Hongkong, Macau and North America, while the latter is used in Chinese communities in Chinese mainland, Singapore and Southeast Asia.
Chinese characters are one of the oldest characters in the world. The evolution of Chinese characters has gone through thousands of years, including Oracle Bone Inscriptions, bronze inscriptions, seal script, official script, regular script, cursive script, running script, song style and other stages.
The characters written on tortoise shells and animal bones in Shang Dynasty were called "Oracle Bone Inscriptions".
Oracle Bone Inscriptions is the earliest mature script we have found at present, and our Chinese characters today evolved from Oracle Bone Inscriptions.
Later inscriptions on bronzes refer to inscriptions cast or engraved on bronzes.
In ancient times, copper was called gold, so it was called bronze.
Bronze inscriptions in the late Western Zhou Dynasty tend to be straight lines with neat and symmetrical strokes. This font is called Da Zhuan.
After the unification of Qin dynasty, Chinese characters were sorted and simplified, and new writing norms were formulated and implemented throughout the country. This new font is called Xiao Zhuan.
Xiao Zhuan standardized the writing, but it is still very inconvenient to write. As a result, a simpler font, called official script, gradually became popular among the people.
Lishu is a bridge connecting the ancient writing age and the present writing age.
It is characterized by changing the lines with uniform thickness of seal script into straight and angular strokes such as horizontal, vertical, dot, left, press, pick and hook, which is much more convenient to write with a pen.
At the end of Han Dynasty, official script evolved into regular script.
The writing of regular script has turned the wave-picking method of official script into a stereotyped hook, which makes the font more square and straight and makes writing easier.
Parallel to regular script, there are cursive script and running script.
The cursive script is characterized by many strokes, simple structure, coherent momentum and bold fonts.
Running script is a font between regular script and cursive script, which is simpler than regular script, easier to identify than cursive script and widely used.
In the Song Dynasty, with the invention of block printing, a font-Song Style appeared, which was horizontal, vertical and square, and was more suitable for printing block engraving.
With the development of cultural undertakings, Long song, Pingge, Imitation of Song Dynasty and many other variants have been derived on the basis of Songti characters for hundreds of years.
After the introduction of modern western printing, under the influence of western fonts, many new fonts appeared, such as bold and artistic fonts.
After thousands of years of evolution, Chinese characters have become more and more concise, which is more conducive to writing and printing. However, these ancient fonts have been well inherited and developed in contemporary calligraphy art. They are also widely used in various designs, works of art, print media and environmental art, showing our long history and profound cultural heritage.
Calligraphy is a graphic art form with a strong sense of design and artistic expression. Often used in poster design, especially movie poster design. Some movies with historical and cultural background or strong emotional appeal often choose calligraphy to express, which can not only enhance the visual expression of movie posters, but also increase the cultural connotation and render the film temperament.
All kinds of calligraphy fonts will give us different temperament feelings because of their different historical periods.
For example, seal script and official script will be more primitive and have a sense of history and culture than regular script and running script.
In other style features, different calligraphy fonts also have their own unique delicate personality.
Excellent movie posters must be accurate and consistent in grasping this point, which plays a role in setting off the film style attributes.
The Prototype of Calligraphy: Da Zhuan
Part of Zhang Yimou's film Hero is an informal concept poster. The story was set at the end of the Warring States Period, when the main font was Da Zhuan.
The poster takes the word "sword" as the main body, which is the word that the unknown asks for from the remnant sword. Unknown when the king of Qin moved ten steps forward, he didn't stab Qin. When the king of Qin turned his back and looked at the huge word "sword" behind him, he suddenly understood what the remnant sword had learned. The word "sword" in the poster is round, with smooth charm and far-reaching artistic conception, which also conveys the spirit of the film.
The Prototype of Calligraphy Characters: Xiao Zhuan
Battle of Red Cliffs was a famous battle in the history of the Three Kingdoms, in which the wise military strategy was praised by later generations.
In this "Red Cliff" poster, the font based on seal script is also adopted, which is easy to identify without losing the classical charm and rich in historical flavor. The introverted, calm, solemn and beautiful temperament of the script of seal script also reveals that the film is not about the fierceness and killing of the war, but the wisdom, strategy and sentiment of the characters under the war, and the script of seal script just holds this appeal in place and makes people remember it for a long time.
The prototype of calligraphy: official script
The poster of "warlords" uses the title of official script prototype, which is more solemn and simple, calm and restrained in the form of gravure seal. This dignified temperament is consistent with the contradictions and entanglements in the relationship between characters shown in the development of the movie plot, such as humanity, honesty, love, power, ambition and brotherhood. These values appear at the same time and conflict with each other, and the isomorphism of * * becomes such a somewhat sad one.
The solemn and dignified temperament unique to the official script renders these just right.
The prototype of calligraphy: regular script
The title of Lust, Caution directed by Ang Lee is based on regular script, and at the same time, it incorporates the traces of rubbings.
Coupled with the application of plum red, it is full of lust without losing its literary temperament. The arrangement of ancient Chinese characters from right to left, combined with the typesetting combination of English and Xiao Zhuan, is more exquisite and international.
The prototype of calligraphy: cursive script
The poster of "A Generation of Masters" directed by Wong Kar-wai is a master of artistic conception.
In the rainy night, Ye Wen fought alone, posing behind the enemy, braking statically and relaxing to a certain extent, as if he were advancing, retreating, static and sharp.
China's cursive script behind him as the background is smart, the brushwork is patchy, magnificent and unique, which is really more interesting in combination with the overall boundless atmosphere of the poster.
The prototype of calligraphy: running script
The title of Mei Lanfang's movie poster is running script, and the brushwork is smooth, elegant and refined. It can be said that the story of Mr. Mei Lanfang with the quintessence of Peking Opera as the background is perfect. One is to express the elements of China, and the other is to embody Mr. Mei Lanfang's Peking Opera art and honest sentiment. Elegant and generous running script temperament is just right.
About the analysis of fonts in posters, it is more important to know what kind of story the film is telling and what it wants to show from the film itself.
Knowing this first, you will naturally have an accurate grasp and cognition of pictures and words.
Therefore, regarding the use of fonts, I think the first thing is to cultivate a good font feeling, be sensitive enough to various glyphs, and understand the characteristics and styles of various glyphs, so that we can properly grasp the temperament characteristics of fonts according to the theme when using them.
I think this should take precedence over the design method.
In fact, the specific method of font design is nothing more than accumulation, learning, thinking and practice.
If we want a faster and more utilitarian way, it is to learn and imitate, and use its essence to our advantage.
Imitation is the beginning of creation.
Font design is a major subject in design.
Text is not only an important carrier to convey information, but also an important part of design elements.
It is necessary for us to design words, increase the aesthetic feeling of design, and endow them with unique personality to make them easier to spread.
In brand design or web design, we will encounter this design topic, which requires us to explore and learn constantly.
This paper only cuts in from the perspective of movie posters, and makes some superficial analysis of their text design, aiming at more exchanges and discussions with you.
In terms of fonts, you can use the font titles commonly used in this kind of advertising poster: Lanting bold black simplified, Founder simplified, classic rough imitation black, and various calligraphy fonts.
Text available: Lanting black simplified, fashionable black simplified, founder quasi-circular simplified.
If the page is slightly active, you can use: Huakang poster text
You can download all these fonts directly from the website.
What is the most used font for posters? headline news
Comprehensive art institutions
Wen Ding advertisement ti
Hanyi rhombus
Wang's poster style
Wanghan Zongguan
Internal text
Microsoft YaHei
Fine contour
blackbody
or
Song dynasty, fine and bright.
About the poster:
The name poster originated in Shanghai. In the past, posters were used in plays, movies and other performances or ball games. Shanghainese usually refer to professional theatrical performances as "going into the sea", while those engaged in professional theatrical performances are called "going into the sea". Perhaps because of this, people call it "poster", which is a propaganda poster to attract customers as the performance information of drama.