Serif font (represented by Song font): gives people a feeling of authority, history, taste, formality. Feminine posters or additional English characters can use serif fonts to look advanced and elegant.

Sans serif fonts (represented by boldface): Give people a strong, strict and stable feeling. Used for titles, web mobile fonts, prices and other fonts use thick sans serif fonts.

The thicker the text, the more masculine and strong; the thinner the text, the more feminine and soft.

Information such as headlines and dates are often boldfaced, while subtitles and main text are written in Song font family.

Use Western fonts for numbers and English typesetting, and use Chinese fonts for Chinese typesetting.

Fonts used in the body of the article: serif fonts, Song fonts. Or thinner serifs or boldfaces. Bold fonts should not be used. Use bold font for titles and medium-weight fonts for subtitles (use the same font family but different weights)

In a group of text blocks, the subtitle of the text group should use the same title as the text group, but it should be enlarged and bold or highlighted with a line frame/color block.

Types of fonts: old style, modern, bold serif (Song font), sans serif (Heold font), script, cursive font

Font contrast: size, thickness, structure, shape, direction, color... combine multiple contrasts to create prominence

Font matching: Using the same font is coordinated but boring. If you use multiple fonts, but they are the same in style and size, it will look very conflicting. If you combine different fonts with different sizes and thicknesses, you can create a contrasting effect.

Verdana, Helvetica (commonly used for body text), Trebuchet, Gill Sans, Futura, Georgia, Times, Palatino, Garamond (elegant serif, Optima, Frutiger, Bodoni, Didot (commonly used in fashion magazines)

Roboto, Quicksand, Dosis, Rajdhani, Julius sans one, Pattaya

Hanyi Banner Black, Holly Black Body, Founder Lanting Black, Founder You Black, Siyuan Black Body

Fangzheng's Book of Song Dynasty, Fangzheng Lanting's Book of Song Dynasty, Siyuan's Song Style, Zaozi Gongfang's Junyarui Song Dynasty, Zaozi Gongfang's Song Dynasty

Wenyue New Youth Type, Wenyue Postmodern Type, Zaozi Gongfang Shanghei

Ye Genyou's black grass, Li Xuke's calligraphy, Duan Ning's calligraphy

Founder's Qing Dynasty edition is pleasing to the Song Dynasty, Wenyue's ancient style is imitating the Song Dynasty, Founder's Song Dynasty edition is in Xiu regular script, and the title of the Golden Age of the calligraphy workshop is

The Apple poster uses Founder Lanting Slim Black, the Mercedes-Benz advertisement uses the elongated version of Hanyi Zhongsong, and the Dior advertisement uses Founder Shusong)

High-end style designs are generally relatively simple, with good texture of picture elements and relatively clean backgrounds, so it is not advisable to use fonts that are too complex or too casual. Song fonts and relatively thin isoline fonts are better choices, such as: Hanyi Chang Song, Hanyi Zhong Song, Chinese Song, Founder Dabiao Song, Founder Shu Song, Founder Lanting Slim Black and Super Fine Black, etc., and the most It is best not to add too much effect to the font.

Cute style design is mainly aimed at children and young women. The color saturation is relatively high, and the picture is lively, gentle and interesting. We should choose handwriting and cartoon fonts that are smoother and more friendly, such as Founder Children's font, Hanyi Thick Round Simplified, Zukuu Happy Simplified Chinese, Huakang Girls' Text, Hanyi Doll Seal Script, Hanyi Litchi Script, Huakang Doll Script, Mini Fat Head Fish Script, etc.

Literary and fresh design is a style that young women like very much. For example, some skin care products, clothing advertisements, and h5 designs like to use this style. In order to unify and coordinate, of course the fonts we choose must also be fresh and refined, such as hard-pen calligraphy fonts. , slender Song style, and isoline style all have this feature, such as: Zhong Qian Jingchen's hard-pen cursive style, Ling Hui style, Founder Jinglei simplified style, Hanyi family calligraphy simplified style, Chinese Song style, Founder fine line simplified style, etc.

Designs for male consumers are naturally different from those for women. Male designs tend to be more masculine, grand, simple, and cold, with more cold colors, so we have to choose simple and powerful fonts, such as: Zaozi Gongfang Lihei, Founder Lanting Special Black, Dahei, Tengxiang Chaohei, Rui Zi Rui Line Blooming Black, Monotype Super Class Black, Sha Menghai calligraphy fonts, etc.

Chinese style is a design style that customers like very much, especially in designs related to tea, health products, local specialties, and porcelain. Of course, Chinese style design must match Chinese style fonts, such as Song, Kai, official script, Brush calligraphy is a font with Chinese style characteristics. Specifically, you can choose: Huakangli Jinhei, Zaoxi Gongfang, Fangzheng Kaili, Fangzheng Huali Simplified, Hanyi Dictionary Song, Fangzheng Coral Simplified, Yuwei Calligraphy Running Script, etc. There are relatively few calligraphy fonts and good ready-made fonts. , it is best to ask someone to write it by hand or use a brush to piece it together.

Hand-drawn style designs generally have the characteristics of nature, fun, and openness. The text in the picture should be well integrated into the picture and not steal the limelight of the picture. Therefore, when we choose fonts, we should also focus on handwritten fonts. For example: Hanyi Wheat Simplified, Hanyi Tiaotiao Simplified, Fangzheng Miaowu, Fangzheng Zhiyi Simplified, Character Studio Tongxin, Wending Naigumi POP, etc. If you are good at handwriting, you can also write it yourself. .

For promotional designs such as promotional posters, promotional leaflets, and promotional foldouts, the main purpose is to attract consumers' attention and highlight preferential information, etc., so it is necessary to choose fonts with thick strokes, clear and powerful strokes, such as Founder Lanting Special Black, Founder Large Black , Pangmenzhengdao title style, Founder Hanzhen Guangbiao simplified style, Yafang Art 14, Zaozi Gongfang Lihei, Zaozi Gongfang Dianhei, etc.

AXIS STD Ultralight Light Medium

Founder small line simplified (traditional)

Siyuan Heidi Microsoft Yahei Heidi

The word-making workshop is still black

Imitation Song Dynasty: Fangzheng Lanting Black, Hanyi Banner Black, Siyuan Song Style, Zaozi Gongfang Junya Rui Song Style, Wenyue Postmodern Style, Zaozi Gongfang Shanghei

The Founder's Qing Dynasty edition is pleasing to the Song Dynasty in Simplified Chinese, Wenyue's ancient style imitates the Song Dynasty, the Founder's Song Dynasty edition is in Xiu Kai Simplified Chinese, and the Golden Age of the Calligraphy Workshop