What are the design characteristics of role design?

1. In the font structure with a sense of height and tradition, serif in western languages has a sense of height more than sans serif, while Songti in Chinese has a sense of tradition more than boldface. Serifs are mostly composed of curves. Although there are only small curves, the fonts matched with these curves can create a soft and gorgeous aesthetic feeling. In addition, if you want to create a "sense of height", you should leave more white space around the text; In the treatment of color, it should not be too bright, reduce brightness and purity to create a calm feeling; The distance between words should not be too narrow, leave as many spaces as possible; The font size should not be too large, the text color should be gray (black, white, gray), and the color should not be too bright. There are also some rules that create a sense of sophistication. "There are pictures without a sense of advanced", "wrong font selection" and "unclear relationship between copywriting and picture background" will not produce a sense of advanced. This knowledge will be retained and explained in the form of video in my official WeChat account later. 2. Intimacy and softness Sharp objects such as knives, awls and needles in life will give people a sense of tension and danger. Words can also make people feel the same way. The thinner the font lines and the sharper the front end, the colder, more dangerous and inaccessible it feels. On the contrary, whether in nature or in life, the rounded shape will give people a sense of security, peace of mind and intimacy. Fonts with thick lines and round front ends will not make people feel nervous and dangerous. This font will give people a relaxed, soft and relaxed feeling. Furthermore, if you want to deepen the impression of intimacy and softness, you can use a text design or style similar to handwriting. We know that sans serif (bold type) is colder and more mechanical than serif (classical type). Therefore, it is not good to use sans serif to create softness. When doing projects with softer themes such as mother and baby, use handwriting and serif as much as possible to highlight the intimacy and humanization with consumers. If you have to use sans serif (bold), try to use small round bold to create a soft feeling. 3. The simpler the elements of futuristic and technological sense, the stronger the futuristic and technological sense. When expressing the sense of science and technology, the sans serif font in western languages is more suitable than the serif font, and the bold font in Chinese is more suitable than the Song Dynasty. But it should be noted that don't make the text very simple, so it is not easy to read. Making the composition of the text simpler, or directly graphing the text, can enhance the sense of the future. In addition, if too many colors are used in color matching, the sense of science and technology will become weak, so don't use colors with too high saturation and lightness, at least use colorless color matching such as gray color/achromatic color, and the overall feeling will be more harmonious. 4. Feelings and retro feelings The texture of illustrations and pictures changes with the change of fashion trends, and the text should also meet the design needs of the times. When choosing fonts, we need to be clear about the cultural characteristics of that era, master the popular trends skillfully, and change the design characteristics, so as to design the graphic visual design effect that conforms to the specific era. Generally speaking, there are "sentimental" words, and there is a warm and soft feeling of handwriting. It should be noted that each handwriting style brings a different impression. Sharp handwriting will give people a sense of rationality, thinking and judgment; Calligraphy will give people a feeling of being free and easy, casual, creative and emotional. If you want to show a sense of retro, you should consider it from the historical perspective of words and use fonts with a certain history to show a sense of retro. From the font point of view, the use of modern fonts (sans serif or bold) can not show a sense of retro. Therefore, it is more reasonable to use cultural serif and time-honored fonts to express the sense of retro. In addition, the rational use of some retro elements with serif can also show a certain sense of "retro", and this piece of knowledge will not be explained in detail after it is reserved. 5. The ornate original text is for people to see, but since the second half of the 8th century (1750~ 1800), merchants have been constantly strengthening the decorative design in order to attract customers' attention, hoping that the differences in text decoration will be different from other stores, so as to highlight the brand differentiation. Since then, with the improvement of text function, design has been paid more and more attention. In order to attract users' attention, billboards in theaters or shops always use thick words to express their contents. And the performance of gorgeous feeling should be reflected in the decoration. Inspired by vines, leaves, feathers and other natural scenery of plants, it can create a beautiful and gorgeous feeling by integrating them into the design. However, it should be noted that decorative fonts, whether used in the title or the text, will be difficult for readers to read, and the readability is even worse, especially in the selection of text fonts, try not to use decorative fonts. 6. Traditional culture Traditional culture refers to the precipitation of historical culture. China has a long history of culture. The representative cultural heritage is the five styles of regular script, running script, cursive script, official script and seal script. Regular script is divided into four fonts: European, Yan, Liu and Liu, which can make people feel a strong literati atmosphere. Let me say a few more words here. Actually, I personally don't like Japanese design style and western design style, but I prefer the traditional culture of China. Due to the uncertainty of market demand, people rely too much on western design, which is really no choice. I hope that more and more designs will inherit and carry forward China's artistic culture in the future, and combine traditional art with modern art technology to show it. Japanese and European designers constantly seek inspiration from China culture, blend in with their own culture, and then say that this is "Western culture", and they are biased against us. I have nothing to say about this, and I don't want to say more. In addition to China's traditional calligraphy, there are also China calligraphy fonts called Edo characters, such as Kanting Stream, stand-up comic letters, and sumo characters abbreviated on kabuki and other theater billboards, all of which are designed for specific purposes. I don't know much about Japanese traditional culture, and I don't know much about "Kantingxi" and "Guest Post". Here are two other cases that can reflect traditional culture. 7. Strictness and trust are more lively, relaxed and full of modernity, which has a remarkable effect in attracting attention, but it is difficult for people to feel a certain sense of trust. In order to create a sense of rigor and trust, it is best to use Songti, a font with historical precipitation, which makes people feel calm and reliable. Similarly, western languages use serif. Pay attention to make the layout easier and the text more readable when typesetting. For example, if the spacing between words is too close and the words appear too large on the layout, it will leave a messy impression. In addition, it should be noted that in order to create a sense of rigor and trust, color matching should not jump too much, and you can choose less eye-catching colors such as blue, white, gray and dark to give people a relaxed reading experience. 8. Exquisite impression In terms of text design, compared with the Song style,