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What are the common types of copywriting fonts?
(1) Song Ti: Song Ti originated in the Song Dynasty, but was established in the Ming Dynasty, so it is still called "Ming Ti" in Japan. Songti is the most widely used font in the printing industry. According to the different shapes of characters, it can be divided into book songs and newspaper songs. Songti is a printing font, which originated from the Song Dynasty when block printing was popular. The font is square, the strokes are horizontal and vertical, the thickness is clear, the edges and corners are sharp, the strokes are rigorous and neat, and the strokes are regular, which makes people feel comfortable and eye-catching. In modern printing, it is mainly used for the text of books and periodicals or newspapers. Song-style characters are delicate, vigorous and changeable, and they are deeply loved by future generations.

(2) Regular script: Regular script is also called regular script, real script and official script. Li Shu, founded by Cheng Miao, has gradually evolved and become more simplified and level. Ci Hai is interpreted as "the form and style are smooth, which can be used as a model", so it is named regular script. It started at the end of the Han Dynasty and has been popular ever since. The appearance of regular script follows closely Han Li's composition and pursues the further development of formal beauty. By the end of the Han Dynasty and the Three Kingdoms period, the writing of Chinese characters had gradually turned into a slap in the face, and there appeared "side" (point), "grazing" (long left), "pecking" (short left) and "lifting" (straight hook). Such as Wuwei medical bamboo slips and Juyan Han bamboo slips. Regular script is characterized by neat rules and is a model in fonts, so it is called regular script and has been used ever since.

(3) Cursive script: Cursive script is a font produced for writing convenience. It began in the early Han Dynasty, when Cao Li, a scribbled official script, was widely used. Later, it gradually developed into a Cao Zhang with artistic value. At the end of the Han Dynasty, Zhang Zhi changed "Cao Zhang" to "modern grass", and the character style was formed in one fell swoop. In the Tang Dynasty, Zhang Xu and Huai Su developed into "weeds", with continuous strokes and changeable glyphs. The representative of modern cursive script is Lin Sanzhi, who has the reputation of "sage of grass". The representative works include Sino-Japanese Friendship Poem and Xu Yao's Cursive Poem on Huai Su, among which the Sino-Japanese Friendship Poem is called "the first cursive poem in Lin Sanzhi".

(4) Official script: Official script is also called "official character" and "ancient book". It is a font based on seal script to meet the needs of convenient writing. Official script is a common solemn font in Chinese characters, with a slightly flat writing effect, long horizontal drawing and short straight drawing, and pays attention to "swallow tail of silkworm head" and "twists and turns". It originated in the Qin Dynasty and reached its peak in the Eastern Han Dynasty. Calligraphy is known as "Han Li Tang Kai". It is also said that official script originated in the Warring States period.

Official script is relative to seal script, and its name originated from the Eastern Han Dynasty. The appearance of official script is another great change of China characters, which brings China's calligraphy art into a new realm, is a turning point in the development history of Chinese characters, and lays the foundation for regular script. Official script is flat, neat and exquisite. In the Eastern Han Dynasty, the painting methods such as skimming, pressing and pointing were provoked upward for beautification, with different degrees of severity, and so was the aesthetic feeling of calligraphy. Styles also tend to be diversified, which is of great artistic appreciation value.

(5) Running script: Running script is a kind of writing between regular script and cursive script, which appeared in the late Western Han Dynasty and the early Eastern Han Dynasty. It is to make up for the shortcomings of slow writing in regular script and illegible cursive script. The brushwork is not as sloppy as cursive script, and it is not required to be as correct as regular script. There are more methods of mold opening than cursive writing, which is called "mold opening".

Cursive calligraphy is more than modular method, which is called "cursive calligraphy". Running script began in the late Han Dynasty.

(6) Black body: Black body is the historical product of machine printing. Bold Chinese characters erase all the artificial marks and word-making origins of China's calligraphy, and calligraphy has no beginning and end; It establishes the basic structure of Chinese characters geometrically (it is constructive, not written), and its uniform stroke width and smooth stroke radian show a stable, mechanical and eternal feature.

(7) Imitation of Song Dynasty: Imitation of Song Dynasty is printed. As the name implies, it is a variant of Song Dynasty and a printing font. Imitating the fonts carved in the Song Dynasty, the strokes are even in thickness, with three bodies: long, square and flat.

ComputerFont, abbreviated as Font, is an electronic data file containing a set of glyphs and characters. Common font formats mainly include the following:

(1) raster font (fon).

This font is a bitmap stored in different sizes for a specific display resolution, which is used to display characters such as menus and buttons on the screen of Windows system. It is not described by vector, and it will appear sawtooth after zooming in, which is only suitable for screen description. But its display speed is very fast, so it is used as a system font in Windows.

(2) Vector font (fon).

Although the extension is the same as the raster font, this font is defined by the vector-based mathematical model and is a Windows system font. Some Windows applications will automatically use vector fonts instead of raster fonts in larger screen displays.

(3)Postscript font (pfm).

This font is based on the description of another vector language (AdobePostscript) and is often used in PostScript printers. However, Windows does not directly support this font. To use this font in Windows, you need to install "Adobe type manger”(ATM) software for coordination.

(4)TrueType font (ttf).

This is the most common font type in our daily operation. Its biggest feature is that the font based on contour technology defined by mathematical model is easier to handle than the font based on vector, which ensures the consistency of screen and printout. At the same time, like vector fonts, this font can be scaled and rotated at will without worrying about jagged.

2. Classification of fonts Learning font design requires understanding the structure and combination form of fonts. Just like house decoration, you must know the structure and framework of the house before you can tear down the wall and redecorate it. The following are commonly used font classification concepts:

(1) serif typeface (such as Song typeface): serif typeface is characterized by extra decorations at the beginning and end of strokes, and strokes vary in thickness. Because of the different thickness of strokes, serif is more readable, easy to identify, decorative and contrasting.

(2) Non-serif fonts (such as bold): Non-serif fonts have no additional decoration at the beginning and end of strokes, and the stroke thickness is similar. This font is concise, fashionable, relaxed and clean. Weak strokes are not as good as serif fonts.