Typography in logo design: tips, examples, ideas. Technical requirements for printing design

One of the most common design woes is the .

In this article, we'll cover a few principles of good typography and give you tips on how you can avoid many common mistakes.

The article is not a book on typography or the art of typography, it is more like " quick tips to improve the font basis of design."

Rule 1: The fewer fonts, the better.

One of the biggest mistakes designers make is using too much large quantities fonts and/or their styles. Try to reduce them to two or three. That is, the main text must be the same font and size.

Pick one for headings and stick with it, maybe another one for subheadings as a last resort. Don't be afraid if the fonts are very different from each other. When you use two very similar fonts in a design, the reader may think that you simply made a mistake and accidentally selected the wrong font when typing.

Take care of the unity of color, density, etc. or your text will look as if drunken flies have scattered all over the page.

Rule 2. Watch the discharge

Be careful not to crowd the letters too much. If you have problems with not enough space for text, then it is better to reduce the font. Yes, this will probably add space between paragraphs, but there is nothing wrong with that, it will give some respite when reading.

Rule 3: Correct alignment

Please don't center everything (unless it's a special design move). Consider using a grid. After all, everything on the page is interconnected. Use guides and place objects according to them. Don't throw objects at the corners of the page as if you couldn't decide where to place them.

Rule 4. Fewer decorative fonts

Do you have beautiful decorative fonts? Amazing! But this does not mean at all that it is necessary to use them for the text of paragraphs. Decorative fonts most often have a story behind them, or they are used in a specific case, for example, for a heading or title. Often, simpler is better, which is why fonts like Helvetica are so popular.

Rule 5: Size matters

It's about the size of the text letters ;). Headings are good when they are in bold and large font, but if you use too much in the body text capital letters, this will make it cheaper. Think about it. You go to a nice restaurant and often the menu is written in small print, it looks cool. (Just make sure the font isn't so small that it's hard to read). Don't be afraid to make your headings much larger than your body text.

Rule 6. Keep it readable

Everything you do is done so that it can be read. Dark text on dark background- this is not a good idea. Even worse, placing small text above a high-contrast photo. Remember to avoid placing text over anything.

Rule 7. Choose the right colors

What color is best for the font? As a rule of thumb, believe it or not, black or white is often best. If you are using a color other than different shades of gray, reduce the saturation. Brightly colored font may be difficult to read. Beware of complex vibrating combinations such as red on green.

Rule 8. Suitable grouping

Related pieces of information are best combined together. This will make the design clearer. For example: look at a movie poster, all the data is grouped into attractive blocks. They can now be considered as a separate design element. Examples of bad grouping - open the yellow pages.

Rule 9. Sufficient leading

This is the distance between lines of text. It is very important to choose this interval correctly. It's much more enjoyable to read when there's room to rest your eyes between the lines. As a general rule, try to use leading that is at least 2 points larger than the font size. For example: for maximum convenience reading at 10pt for the font should be set to at least 12pt.

Rule 10: Watch out for kerning

Kerning is the spacing between individual characters of a word. Here it is important to have experience in identifying bad kerning, since often programs, such as Photoshop, make mistakes in its placement. This will need to be adjusted manually, but the main thing is not to overdo it. If you don't like the character spacing but don't know how to improve it, choose a different font.

Try to apply these rules when working with font. Well thought out font blocks should look good without any images. IN best case scenario, your type work reinforces the positive impression of the design. It should be attractive and easy to read

1. Don't use fancy fonts

If you don't have enough experience and knowledge, don't even try to use unusual, fancy fonts. Keep it simple.

2. Forget Comic Sans

Imagine that you have never seen him at all.

3. Don't avoid standard, default fonts

Seriously, if someone tells you that standard fonts are boring, they simply don't understand typography. How the font will look depends on how it is typed. Times New Roman can look really cool. And most importantly: let better text will be boring than ugly or unreadable.

Mixing fonts

4. Don't use more than two fonts at the same time

Experiment with big amount There are no fonts at the initial stage. Two is enough. You don't want to turn the text into miscellaneous nonsense, do you?

5. Mix only contrasting fonts

Serif sans serif, handwritten with art nouveau. It is important to maintain contrast. Two similar fonts next to each other look sloppy.

6. Choose fonts with uniform letter heights

Height lowercase letters without ascenders, this is the distance from the base to the top line of the font, in other words, the value of the lowercase point. When choosing the fonts you want to use together, you need to make sure that the height of their lowercase letters is the same. This will help maintain the same level of paragraph saturation. In addition, such text will be easier to read.

Typing text

7. Font size

The text size on the web should not be less than 13 pixels. In my opinion, the best choice is within 14–18 px. Not too big and at the same time readable.

8. Choose the right line length

Don't be fooled by rumors that you can get the correct line length by multiplying the font size by two. This is bullshit. Just try to keep your line length between 45-75 characters. GOST for printed publications recommends a length of 60 characters, but this, of course, is a difficult ideal to achieve on the web. And yet it is worth striving for. Use your eye to see if a line is too long or too short.

9. Leading should match the font size

To achieve a balance between text and air, do line spacing approximately one and a half times the height of lowercase letters. There is another simpler method: set the leading to 125% of the font size.

Paragraph

10. Align Left

If you are not sure which justification to choose, choose the left justification: the “Right” and “Justified” options on the web rarely pay off. There's nothing wrong with a jagged edge. Left-facing text is easier to read because the eye sees a clear visual ending to each line. But in Russian such text is convenient to read if the line is not too long. Therefore, if your string is more than 60 characters, try disabled typing. Just remember to hyphenate and check that everything looks good: several hyphens in a row will definitely make it difficult to read.

11. Avoid too many hyphens

In general, hyphenation on the web should be avoided whenever possible. Try moving the word to new line or change the letter spacing slightly. If there are too many hyphens, change the font size or spacing. And when switching to the left, do not use word wrapping at all.

12. No indentation

Do not indent the first paragraph from the title. If you're punctuating paragraphs with a blank line, don't use paragraph indentations. It's redundant and tasteless. On the other hand, text without any indents or spaces at all will be more difficult to perceive. In general, choose one of the methods: either a red line or a spacer - and use it throughout the entire text.

13. Narrow column

If you need to type a small column of text, try using a narrow font. This way the text will not only look better, but also be easier to read, since more characters will fit into the line.

14. Hanging punctuation

You should place quotation marks, brackets, hyphens, periods, and commas outside the typing line. This always looks elegant and helps keep the paragraph in proper shape.

15. “Widows” and “orphans”

We are talking about hanging lines. "Widow" is one word on a whole line at the end of a paragraph, or a very short line at the end of a text or page. "Orphan" is a dangling line that hits the beginning new page or columns. They must be avoided. Try reducing the letter spacing, moving lines, or adjusting the font size - in general, don't let "widows" and "orphans" sneak into your text.

16. Don't overuse spaces

To start a new line, press Shift+Enter. To start a new paragraph, press Enter. It's that simple.

Words

17. Kerning

If you are an inexperienced designer and do not have a trained eye for the smallest details, do not kernel text manually.

18. Tracking

Remember: when you increase the font size, the space between characters also increases. Therefore, if you set a large heading in the text, we advise you to proportionally adjust the distance between characters and words.

19. Highlights in the text

You can highlight an important idea or word that you need to pay attention to in a variety of ways. Don't overdo them. You should not highlight an entire sentence with capital letters alone - a beginner cannot always do this appropriately. Just use bold font style.

20. Lowercase without space

You should not increase the space between lowercase letters. The reason is simple: readability is reduced.

21. Capitals with space

Increase the space between capital letters. In this case, readability increases. Increasing letter space by 10% usually works well.

22. Don't write everything in capitals.

Do not overuse capitalization. The length of such a set should not exceed one line.

23. Don’t use small caps unnecessarily

If a font doesn't include a special small caps style, don't use it at all.

Letters

24. Don't change the width of letters

Just don't do it. Please.

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From this article you will learn

• What is print design
• What are the basics of poly graphic design
• What are the forms of print design?
• What are the stages of design development? printing products

Print design is a broad field of knowledge about the methods and principles of illustrating printed products. Of course, its importance is undeniable. Technologies, techniques and rules created during the existence of printing make it possible to present products in a favorable light, accurately influencing the emotions of the consumer. Although print design has many positive aspects, it has one serious disadvantage: this field of knowledge is so broad that it is not entirely clear where to begin to create some kind of understanding about it. This article is aimed at eliminating this barrier and will introduce the reader to basic principles and rules of printing design.

What does print design look like?

Design of advertising and printing products– a subtype of graphic design, whose main task is to create materials for a future product. In most cases, the finished product is presented on paper. In addition to advertising purposes, printing design is widely used in printed publications, so there are four areas of its use:

• mass advertising;
• advertising printed materials;
• multi-page products;
• periodicals.

Print design as a company style with a winning design

New companies and industries emerge every year, which increases competition in sales. Any company dreams of standing out from the crowd, gaining a big name, popularity among clients, and introducing them to its offers. For this reason, the importance of promotion, especially printed products, in this area has recently grown so much. Print media has become almost the most widely used method of advertising, as it has low cost and proven effectiveness. All this makes it possible to quickly transmit the necessary information to a large number of potential consumers.

To attract the attention of a potential client, a variety of print advertising options are used: booklets, leaflets, brochures, catalogs, calendars, etc. Each person has great amount printing design products, and they all claim that their offer is better and of higher quality. How not to get confused in this amount of information?

It is obvious that a person who comes to an exhibition or presentation will notice, first of all, the catalog that looks attractive in appearance. And only after that he may have a desire to study in more detail what is contained inside. As the example shows, two equally important characteristics play a key role when creating a printing product: unusual design, which can capture a person’s attention, and a seal of the appropriate level.

Bright design And layout in combination with high quality printing, they are generally recognized as the main method of attracting the eyes of visitors towards advertising printing objects. They occupy key positions in the production of business cards, leaflets, booklets, catalogs, brochures, as well as in the creation of emblems and other details of corporate culture. A well-chosen design will be the key to a successful marketing campaign.

The functioning of any company cannot be imagined without printed handouts. Leaflets and other options that talk about your activities occupy key positions in the formation of the company’s image, development, sustainability of the entire business, and its popularity among other companies. Therefore, during the development of an advertising product project, it is impossible to do without printing designers. Believe me, proper design is capable of incredible things. An experienced, out-of-the-box specialist will make a simple booklet so functional, colorful and attractive that you won’t even raise your hand to throw it in the trash.

For printing design, the following main tasks are envisaged: creating the appearance of an advertising printed product, creating a corporate style for the company.

Professional design plays an incredibly important role in creating a company’s corporate style. Think for yourself: a letter that arrives in an envelope with the organization’s logo is first examined and only then opened. The appearance itself allows you to create such an important first impression of the entire company. The design of the image component requires the same serious approach as the creation of advertising printing. In some cases, it is precisely this that influences the growth of popularity.

Printing design includes the development of a company sign or the entire style of the company, creative printing design with a professional selection of fonts, tones, composition, arrangement of blocks in a future product, and a harmonious combination of the latter. It necessarily provides for additional operations: photography, scanning, layout, collages, color correction, retouching, etc.

Only when using a thoughtful design will your printed products look in such a way that every possible consumer will be pleased to hold it in their hands and find out what’s inside. The likelihood of a successful first communication with a potential buyer is largely related to a successful, catchy design. The technical side of the issue is also significant. Thus, the level of quality of catalog production can influence interest in the product and the client’s desire to purchase your product.

When creating a printing design, many questions come to mind: “What comes first – text or picture? In what case will advertising be more useful? Unfortunately, it is impossible to give an exact answer: different people opinions differ. But as studies by psychologists show, we receive up to 80% of data using vision. Therefore, a picture can often be more effective than a large amount of text. But we must not forget that professionally designed text advertising can be imaginative, attractive and very effective.

Basics of Print Design

The concept of “printing design” includes all the variety of products made on paper or its derivatives. The image of each company is greatly influenced by the level of the printed product. The booklets, leaflets, calendars, and magazines offered by the printing house are able to emphasize the importance of the organization among other companies in its sector, present products and offers from a more advantageous angle, and convey all the necessary information to potential buyers.

It is no secret that when creating printed products, considerable attention is paid to design, since a design that is too restrained, nondescript, and boring will not be able to attract people and gain a foothold in their minds. A printing project is a kind of synthesis of competent creation of images and presentation of text. Print design today is used in a wide variety of areas: from printing advertising materials to designing books and periodicals.

Its main difference from other types is that the developed images and text messages are only initial step during the printing process. For this reason, the creation of a design project in this situation must meet the requirements of all stages of production. Consequently, a specialist is expected to have quite specific knowledge of printing technology and the ability to correctly present information on paper. When each stage of production goes on its own, for example, the studio carries out the design, and the printing house transfers the finished material to the medium, the customer’s expectations are often not met.

In our example, the designer works in the applied industry, that is, he is a direct link production process. He has to always remember about seemingly insignificant details. This includes the fact that those prepared on different techniques materials may have significant differences due to the specific features of the machines themselves or the selected consumables. In other words, the final printing result and the color performance of the final product are necessarily under the control of the printing designer.

Any professional, having received an order for the development of a printing design, asks the printing house where, for example, brochures will be produced, technical requirements for the products. This step allows the result to best match the plans of the specialist and the customer. Unlike the design of Internet resources, where the result cannot be touched, in printing the printing methods used in the production of materials are of key importance. Masters of their craft are well represented different ways applying the image, the intricacies of the printing house, they know very well the progress of the printing process - all this is necessary in order to ensure the planned end result.

Print Design Forms

To date, incredible things have been developed variety of forms of printing design. Let's name the most common ones:

• forms;
• leaflets;
• booklets;
• brochures;
• calendars;
• business cards;
• folders;
• notepads;
• envelopes;
• labels;
• labels;
• books;
• magazines;
• newspapers;
• posters;
• catalogues;
• postcards;
• package;
• stickers;
• stickers.

Despite the fact that we have named the most popular printing design services, the list doesn’t end there. Customers also love non-standard forms of advertising media.

Design of printed products in the photo

Stages of developing the design of printed products

Print design development consists of creating a visual design of a layout that can meet the individual needs of the client and fits the technical standards dictated by the printing house.

Stage 1. At this step, a general idea of ​​the future appearance of the product is created.

Stage 2. Designers select colors, develop general style and agree on the fonts, after which they prepare sketches showing how the elements will roughly be arranged.

Stage 3. Held computer modelling with the elaboration of even the most insignificant details and the creation of a layout of the printed publication.

Stage 4. The layout is transferred to the media selected for printing. It can be paper, modern plastic, plastic film. But this is not the final step.

Stage 5. Post-printing processing takes place, that is, stitching, binding, gluing, laminating or other manipulations necessary to achieve the required result. The designer can also actively participate in these processes, monitoring the progress of the creation of materials until they take on a completed form.

The basis of layout in printing design in most cases are techniques that are widespread in other areas of design.

• Choice of product shape. It is a known fact that people prefer to look at rectangular and square shapes, preferably in a vertical rather than horizontal placement. When placing images on large area(poster, magazine page) it is advisable for the designer to follow the rule of the “golden ratio”. It is universal and is used in almost all types of design. In any case, a specialist must know the compositional basics of layout.
• Selecting the optimal font for printing materials. The font, on the one hand, should make the text readable, and on the other, attract the attention of the person looking at the product. In addition, the information provided in printed edition, must have a competent structure.
• Choice of colors. Viewers' attention is better attracted by rich and colorful tones in advertising, while excesses can provoke irritation and rejection. Therefore, the colors selected, on the one hand, must be bright, and on the other, harmonious, so that potential clients didn’t feel any strain on your eyes while looking at your brochure. Of course, in printing design the most different pictures, photos. They perfectly attract attention and contribute to a more trusting atmosphere, as they confirm the reality of the product or the popularity of the offer. For this reason the status professional designer printing is directly related to creativity, since readers always choose original design with eye-catching details and non-standard solutions.

In addition to the listed techniques inherent in many subtypes of design, technologies characteristic of creating printed products are used in the formation of printing materials. This includes varnishing of products that improves the appearance and influences the attractiveness, which is so important for promotion. This process involves applying a special solution to the printed image, forming a transparent, uniform film. It gives pictures a well-known shine, and also increases contrast and color saturation.

In addition, varnish contributes to greater strength and longer service life of printing materials. Another design option is foil stamping. In this case, foil is placed between the cliche and the paper and pressing is carried out. In the production of postcards, pocket calendars and other small printed products, specialists may also prefer die-cutting technology. It involves cutting out figures of unusual shapes from a sheet of paper.

Nowadays, printing and post-printing techniques are changing rapidly, and designers are getting the most interesting techniques for additional decoration of printing materials. The main goal of the specialist is to achieve a harmonious combination of all visual elements. This is always associated with serious responsibility, since most post-printing processes are not cheap, and with large print runs, any error will result in significant financial losses.

How color influences modern print design

We are constantly surrounded by nature with an abundance of colors and shades: green grass, blue sky, bright flowers, pink sunset, snow-white mountains. Color is everywhere. Its significance in our life is very great. It has long been no secret that color can influence a person’s emotional state. Scientists have proven that we perceive 80% of color and light nervous system and only 20% by the visual organs. For this reason, the role of the right choice of color in the development of printing design is so important. It can both attract, helping to perceive information, and cause negativity, repel and irritate.

Unfortunately, it often happens that when paying for the design of printed products, customers do not think about it at all. In the meantime, the choice of color will seriously affect the perception of your promotional items by potential consumers. During psychological experiments Scientists have concluded that color can influence people's assessment of a particular object. So-called warm colors (red, yellow, orange) visually make the object closer, increasing its size. Cool colors (blue, indigo, violet) help the subject appear smaller and more distant. Therefore, when giving preference to one color or another for creating your printed products, consider it within these parameters. Perception is also significantly influenced by a person’s mood at the moment of contact with color. Depending on your emotional state, some tones may be pleasant, while others may be stressful. Since color works with feelings, and not with the mind, you have to be very careful when choosing a color solution for any type of printing design, and even more so aimed at promotion.

In the middle of the last century, questions about the influence of color on people excited the scientist Max Luscher. In his research, he started from the assertion that human perception of color was formed over a long period of historical development and is associated with lifestyle and contact with the outside world. The day was full of vigorous activity: it was necessary to arrange housing and search for food. Night is a time of rest and tranquility. For this reason, shades of dark blue were reminiscent of the peace of the night, and yellow tones were reminiscent of a sunny day and its troubles. Red spoke of blood and flame, actions requiring great concentration and speed.

Luscher came to a very important conclusion for graphic printing design that color not only causes a certain reaction depending on the emotional state of the beholder, but also shapes his mood.

So, red inspires determination and encourages you to take one or another action, for example, to buy a promoted product. It attracts eyes well to the object of advertising, but it should be used in moderation - in large quantities it can provoke negativity. One block of a catalog or brochure in this color will be appropriate and will attract attention, while its excess can cause irritation and rejection of the product offered to the buyer. Red is often used in political and propaganda campaigns for its properties. It is also well suited for advertising products for men.

Blue color helps you focus and concentrate. The blue detail will immediately attract attention in your booklet, but, unlike the red one, it will not provoke negative emotions. This is the color of seriousness, which is why large companies love it very much.

Orange causes a surge of energy, lifts the mood, even provokes a feeling of happiness and peace. It fills you with strength and gently pushes you to make a choice. This is the color of health and creativity, so it is good to use in print design and layout of advertising for medicines, products for children, services in the field of medicine and education.

Yellow– the color of sociability and openness. It helps to calm down, improves emotional state, and encourages talkativeness. Maybe it's because of this yellow has become so widely used in recent years. True, it is not recommended to choose it to fill large areas, since the effect can be completely opposite. Yellow color is suitable for advertising children's products, advertising and PR agencies, and for the design of travel agency catalogs, since in our minds it is associated with the sun, sea and sand.

Green the color reminds of nature, freshness, healthy way life. It calms, relaxes and heals, which is why people like to include it in decoration office premises, hospitals, sanatoriums, veterinary clinics. This color is also common in advertising and packaging of medical products, water purification systems, detergents and cleaning products, dental salons and pharmacies, animal hospitals, health and conservation centers. But be careful - in large quantities it can cause lethargy and relaxation. Therefore, it is better to combine green with other colors: white, red, yellow and blue.

Violet– the color of inner concentration, which promotes solving creative problems and inspires. Therefore, if it is important to hint at the creativity and originality of the product, a purple detail is well suited for printing design. This color is usually used when decorating exclusive and original things. If your printing product is produced for the creative elite, we strongly advise you not to abandon purple.

Pink the color is formed by combining red and white, therefore it has the positive properties of both colors, while the negative features of red are destroyed by the influence of white. As a result, pink helps create a romantic, upbeat mood. This color is common in the design of various women's perfumes, cosmetics, children's and family products. It makes us more attentive, gentle and caring. Use pink color everywhere: from perfume advertising to the services of marriage agencies and family centers.

Blue the color echoes the sky and reminds of peace and friendship. It evokes a feeling of trust in a person, which is why it is often used in logos. WITH blue are associated with coolness, freshness, and cleanliness, which are widely used by manufacturers of perfumery, cosmetics and hygiene products.

Black– the color of isolation. It makes it possible to isolate yourself from everything, concentrate and concentrate on a particular task. But this color is dangerous, as it can induce melancholy and despondency, cause a feeling of heaviness, sorrow, and loneliness. Therefore, in pure form It is better not to use it in advertising print design (we are not talking about fonts and tables). It is usually combined with other, warmer and brighter colors.

White– the color of complete openness to the beautiful and diverse world. It is good because it is not associated with any unpleasant sensations. In printing, it is better to use it together with other colors, since white alone can create a neutral effect, in which the consumer simply receives information about the product, without accents or advantages.

What is the best print design program?

Over the past ten years, the leading position in the market of design software for printing has been held by Adobe Creative Cloud. Today, this package is a complete set of software products for working in almost any area of ​​design. Besides this option, there are several other platforms developed for print design that remain widely used. It is impossible to objectively name the best of them - each specialist must choose for himself, based on what functionality he most needs.

• Adobe Photoshop.

This graphics editor became the basis of all raster graphics standards and gained popularity in version 3.0. It provided a method of working with layers that was unique at that time. Adobe Photoshop was originally developed for Mac platforms and was considered as a program for printing design, but over time it began to receive more and more new opportunities and moved into the field of web design, photography, video production, and animation. Now it is a multi-platform environment that includes a huge number of tools for working with raster graphics. Latest versions equipped with editing tools vector images, and also allow you to create videos. However, according to many experts, other software specifically designed for these purposes would be more suitable for such tasks.

• Adobe Illustrator.

This is a well-known editor vector graphics of any complexity, which has become incredibly popular thanks to its convenient intuitive interface And wide possibilities. Designers use it as a universal tool for creating vector elements. Big set tools makes it possible to prepare almost any print design product. Some specialists design entire catalogs in Adobe Illustrator. Of course, the program is not intended for this, but if necessary, it can cope with a similar task.

• Adobe Indesign.

In this simple and at the same time complex program Both printing and interactive layout are possible. For a designer in any field - from a printer to a 3D animator - owning this product will be equally useful. The fact is that he has an extensive set of tools necessary in all branches of computer, including printing, design. Adobe Indesign is desktop publishing system, combining all the capabilities of printing and interactive layout. Here you can easily arrange everything - from a tiny booklet to a book. The program includes pre-press preparation tools to meet the technical requirements of any printing house. Since they became popular electronic versions magazines for iPad and Android, Adobe Indesign received all the capabilities to create and post such material. Electronic presentations This software can also handle interactive elements and multimedia inclusions, as well as simple business cards and booklets.

• Adobe Acrobat.

A software product designed to create and edit PDF files. This is a universal format that is used for secure transmission of documents. It is not affected by the platform and hardware used. PDF will look everywhere the way the author intended it, regardless of the fonts, images, interactive elements.

Adobe Acrobat is considered a very important designer tool. It allows you to both create and edit files. This software has wide functionality for preflight testing and preparation, includes all the tools for creating forms, introducing interactive elements, and works with electronic signature. The program has a built-in fairly correct OCR engine that can recognize text from both text and graphic files. In addition, Adobe Acrobat allows you to implement different levels of security into your documents.

• CorelDRAW.

Very convenient software, which combines a layout program and a vector image editor. Characterized intuitively clear interface, convenient arrangement of elements. It is used both in preparing designs for the printing production of small brochures and for drawing in vector. In addition, CorelDRAW has a huge variety of plugins.

• Corel Photo-Paint.

Analogue of Adobe Photoshop only from Corel. It's easy to learn and quite functional program for designers and artists. It allows you to bring to life, if not all, then many ideas that are limited only by the capabilities of two-dimensional graphics. There is a set of tools for retouching, creating collages, and color correction.

• Corel PowerTRACE.

Professional program for tracing images. Tracing is the conversion of images from raster to vector. Unlike Adobe Illustrator, where such tools are included in the program itself, Corel has this feature included in separate application with many settings and additional options.

The package also includes web design software, a screen capture tool, a content search tool and many other interesting things.

• Corel Painter.

A software product created specifically for artists. The program is designed to create computer drawing and painting and is recognized as the undoubted leader in this field. Has powerful tools and user-friendly interface, remains the recommended application for use with Wacom tablets Cintiq.

Three Common Mistakes That Will Ruin Any Print Design

Mistake 1. Ignoring the shape of the product.

We must not forget that a book, catalog and brochure are designed differently, so take into account the types of products when developing print design.

Mistake 2. Incorrect use of black.

This is a popular mistake due to a lack of understanding of the features of print design. There are many subtleties with the conversion and use of black, which any specialist must know. But it wouldn’t hurt for the customer to check whether the designer took into account the nuances of processing black, and whether the technique would give out transparent picture instead of the expected result.

Mistake 3. Implementation of stages by different performers.

This situation is usually associated with a desire to save money. Some promise cheaper layout, while others have less expensive printing. But the product High Quality can only be obtained from full-cycle printing houses.

What are the prices for design of printed products?

The cost of the product depends on the amount of work, its shape, the materials chosen and a large number of other factors. Therefore, prices for printing design are calculated individually in each individual case.

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Typographic Design: Easy on the eyes. The reader does not care about how the letters of the font were developed and how they were transferred to paper - he wants the material in the newspaper to be easy to read.

Typographic design is the art and process of arranging typographic elements on a newspaper page. The typographic element is what leaves the imprint of printing ink on the paper, i.e. alphabet letters and numbers, punctuation marks, lines, frames, decorative elements and illustrations of all kinds. the principles of typographic design are based on two immutable factors: the linearity of the Latin alphabet and the physiology of the human reading apparatus.

Problems of information transfer

When designing a newspaper, the designer constantly faces three problems.

First associated with the reading mechanism. Reading is a difficult skill to learn. Over the years, a person's vision weakens, and for older readers the reading process should be as easy as possible.

Second a problem closely related to the first is the psychology of reading. When faced with any difficulties in reading, people often look for alternatives in radio and television news. The success of a newspaper directly depends on whether people will buy it again after reading it once, and this, in turn, depends entirely on its content. Therefore, the content of a newspaper is undoubtedly more important than its design, which, in fact, is just a “packaging” of information. Typographic design is necessary in order to convince potential readers of the need to try our “product”. And to achieve this goal, it must be as effective as possible.

Third the problem is the economy of typographic design. The cost of publishing a newspaper should not exceed the cost of sale. In addition, the most important budget factor is often ignored: time.

Functional typographic design.

The basic requirement of functional typographic design is that every element used must function effectively. If elements do not perform necessary and useful work, they are not functional. The worst thing is dysfunction. An element that cannot attract the reader's attention is a waste of time, it is superfluous, and it is better to get rid of it. On any printed page, the area where reading begins is in the upper left corner. A trained eye begins to read the page from this point and should be attracted by something bright and attention-grabbing. In the lower right corner the eye finishes reading the page and there is the end zone. This reading sequence is determined by the linear arrangement of the letters of the Latin alphabet.

The reader's eye should not follow this line as if walking - it should be distracted away from this line by various optical "magnets" thoughtfully placed on the page to attract the reader's attention to each section of it. The unused upper right and lower left corners of the page are especially in need of “baits”.

12. Choosing and using fonts

1. Dress for the occasion

Choosing a font is more like choosing clothes we face in the morning. Just like in clothing, there is a distinction between fonts that are stylish and expressive versus those that are frequently used and suit many situations, and our challenge is to find the right balance for each occasion.

2. Get to know your families: font classification

The next task is to create some kind of structure according to which we can classify the various fonts that we encounter.

Fonts can be divided and subdivided into dozens of categories, but to get a working idea of ​​most types that exist today, they can be divided into 5 groups: Sans serif fonts (serifs are the small perpendicular strokes that begin and end the main stroke of a character) , two groups of antique fonts, i.e. with serifs, and one completely different from the rest (with large, rectangular serifs).

Geometric fonts Sans serifs are fonts that are based on strict geometric shapes. The strokes of individual letters in these fonts are often equal in thickness, and their design is characterized by a minimalism of the “less is more” type.

The best qualities of these fonts are cleanliness, modernity, and versatility; the worst qualities are coldness, impersonality, and boredom.

Humanistic grotesques, whose designs come from handwritten samples - so impeccable and modern looking, inevitably retain something human at their core.

This is the essence of humanist sans: while geometric sans were designed to be as simple as possible, the letterforms of a humanist font generally have more detail, less uniformity, and tend to use strokes of varying thicknesses. Among other things, they come from human handwriting, which in itself has an individual character. These fonts are both modern and humane, strict but at the same time emotional. Cons: They look a little vague and fake, henchmen of corporate hypocrisy.

Old serif, also called “Venetian”, are our oldest fonts, the result of centuries of progressive development of our calligraphic forms. They are distinguished by the low contrast between the widest and thinnest strokes, and also by the fact that the oval elements of their letter forms are slanted to the left (as in calligraphy). Their best qualities– that these are classic, traditional, easy to read fonts

With the advent of the Enlightenment, and as designers attempted to make letterforms more geometric, pointed, and virtuosic than the humble old style fonts, transitional fonts and fonts new style or classic. Transitional fonts have shown modest progress in this direction. The best qualities of transitional antiquities and new styles are their severity, style and dynamics. Their main drawback is that they are neither here nor there - too extravagant and baroque to be classical, and too overloaded to be truly modern.

Slab fonts have come back into fashion recently. Slab fonts typically have strokes similar to sans serifs (i.e., simple shapes with relatively little contrast between thick and thin strokes), but with strong rectangular serifs at the ends of the main stroke.

3. How to mix and match them and - more importantly - whether to mix and match them at all. Most often, one headset is enough.

1. Serif font

Serif, a small projection, a short stroke at the base and top of a letter or symbol. The large group of serif fonts includes Old Style, Modern Style, and Egyptian Style fonts.

old style

Old style fonts are based on the cuneiform writing technique. The serifs of lowercase letters are always angled, and all curved letterforms have a thick-to-thin stroke transition. If you draw a line through the thin parts of a rounded stroke, it will always be diagonal.

Old style fonts are considered the best for typing long text. Firstly, they have very few distinctive features that interfere with reading. And secondly, the eye seems to cling to the serifs, which makes the reading process easier.

Modern style

They are also called Modern. Appearance modern style fonts are distinguished by a certain aloofness. There is no obvious imitation of cuneiform here. These fonts have horizontal and thinner serifs, a pronounced, contrasting transition from thick to thin lines, and an obvious vertical pressure.

These fonts look very good when written in large font sizes. However, due to the abrupt transition from thick to thin lines, such fonts are not suitable for long-term reading. Therefore, they are best used for writing headlines and logos.

Egyptian style

Their distinctive feature is a barely noticeable transition or contrast from a thicker line to a thin one, and sometimes its absence altogether. Also, the serifs of lowercase letters in such fonts are horizontal and thick.

Since the strokes of Egyptian style fonts are denser and more uniform, this font is ideal for long texts. But it should be taken into account that the entire page as a whole will look darker. This style has become widespread in the typesetting of children's books.

2. Chopped font

There are no serifs in such fonts, and there is practically no pressure when moving from a thicker line to a thin one. This makes them appear more uniform in thickness. Serif fonts are considered to be easier to read. However, when it comes to web design, there is no clear opinion. This is due to the technical features of the monitor.

3. Handwritten font

The technique for creating such fonts involves writing by hand with a special brush or calligraphy pen. Handwritten fonts are not suitable for writing long texts, especially those consisting of only capital letters. But they look very nice, typed with large fonts. So, as a decorative design element, they are simply irreplaceable.

Most fonts that do not fall into other categories fall into this category. There are a lot of decorative fonts and their number is increasing day by day. Because of their bright extravagance, such fonts should be used in doses and carefully. These can be logos, headings, inscriptions.

13. Classification of fonts Fonts in modern typography are classified and divided into groups according to their design functions and writing features. They are distinguished by design: decorative fonts designed to decorate text or images, mainly such fonts imitate a historical or retro style of writing, antique fonts, block fonts or sans serifs, everyone is familiar with additional ones, new macontras, Gothic fonts, handwritten and Old Slavonic fonts. According to the style of the point: saturation (light, semi-bold, fat), density (normal, narrow, wide), setting of the point (straight, italic, oblique) Such font diversity allows designers to use typography in many areas where antique stylization is required, or the need focus the client’s attention on any one detail of the image.

14. Modern trends in type design. Addition, prostate and legibility, glamorous and stencil fonts, the return of dido, the use of class fonts and their variations, fonts from objects, supertypefaces, retro.

Creating a logo is about more than creating a visual identity for a company's brand. And this is a far cry from the company name located in a rectangle. Smart entrepreneurs and designers never separate the visual aspect from the business strategy. A logo is often the first impression of a company, and this in itself can influence a customer's perception of the brand.

A well-designed logo is a unique combination of business and art that is extremely difficult to achieve. Typography in logos, if used wisely, can achieve the desired balance between the two. Typographic logos seem to be the simplest logos and the least creative. However, it is not. Professional and creative approaches can make your brand not only memorable, but also trusted and loved. This article is for those who are looking for ideas and inspiration in creating text logos.

It's not a good idea to start designing before diving into the nature of the business. What message are you trying to deliver? Is the brand action-oriented or is it more focused on triggering emotions? What will make customers turn to your service again? Once you understand your brand enough, you can deliver correct message through your logo.

Secondly, the typographic logo will influence your company name. So make sure the name is clear enough not to confuse potential customers.

Know your audience

The next step is to get to know your audience. Eat a big difference about what you expect from the brand and what your audience expects. Think about the answers to these questions:

1. Who are they? Their age, gender and nationality are just as important as knowing your clients' professions, hobbies and interests.
2. Where will they see your logo? This could be a website advertising banner, billboard or neighbor's T-shirt. Try to consider any situation.
3. Do they understand your message? Try to think of all the associations that might come to mind when they see your logo. Good idea— survey representatives of the potential audience.

Make sure you know visual basics

Based on your research and your deep understanding of your brand, you will have to make several choices related to your logo.

First of all, be prepared to discuss fonts. There are thousands of fonts available these days, making it even more difficult for designers to choose. All basic fonts can be divided into several types, and each of them can have its own emotional tone:

• Serif (serif): respectable, traditional, reliable, calming;
• Sans Serif (sans serif): modern, objective, clean;
• Script type (imitates hand writing): elegant, creative, affectionate;
• Decorative: expressive, unique.

You can see that each font has its own mood and personality that it conveys to your brand. It can be serious, careless, playful or sophisticated. You need to determine what exactly you want to say using the font and whether it matches your design. Choose a font that is not based on personal preference, but keep in mind the spirit and characteristics of your business.

They also play an important role. Each color has its own connotation and can add some nuance to your message. So don't send the wrong message to your customers.

Here are some tips to help you choose correct font and color for your logo:

• Check your competitors. Your goal is not to imitate, but to analyze carefully. If their decision is reasonable, you can learn from the experience.
• Keep it simple. A clean font will allow your logo to be reproduced on different products and in all sizes, be it a large banner or a pen.
• Ensure readability. Your logo should be readable within seconds.

Make your logo versatile

• Logo design is best done in vector applications such as Adobe Illustrator. Photoshop is not the best choice for this purpose because the logo needs to be scalable without losing quality.
• Specify your logo colors using CMYK or Pantone to ensure the colors will be reproduced correctly once your logo is printed.
• You should be able to reproduce your logo in one color (black or white) for printing.

Beware common mistakes design

• Using too many fonts and colors. Top companies, as a rule, use one font and one color. How more fonts is used, the dirtier the logo looks. Using two fonts is acceptable as long as they are different for the company name and slogan.
• Usage fashionable fonts. Most trends don't last long: what's popular today may be outdated and funny tomorrow.

Copying others. Imitation is a lazy way to solve a creative problem. A logo is a reflection of your business: if it looks like someone else's, your business cannot be unique and loses credibility in the eyes of customers.

Typography Examples in Logo Design

There are certain types of logos that you should be aware of before you start designing your own logo and make sure the type you choose suits your business needs:

Written and text logos

There are many worldwide famous companies, which rely solely on typographic logos. Here are just a few examples to feel the power in text logos. Of course, IBM, CNN, Google, Facebook, etc. are the most prominent representatives of logo booklet design.

Graphic logos

Apple, Nike, Shell and many other companies have graphic logos.