Chinese calligraphy font design is based on Chinese characters as the carrier, and provides the modem people, the modem market, and the modem society with a font design by applying the modem technology conditions, com...Chinese calligraphy font design is based on Chinese characters as the carrier, and provides the modem people, the modem market, and the modem society with a font design by applying the modem technology conditions, combining with the modem design concept, and absorbing the traditional calligraphy form languages such as the midcourt line and structure. Along with the development of Chinese character information processing technology, the modem computer techology has been penetrated into every field of society, it has been very important in the field of the design to implement font design and application using the computer directly. In this paper, the application of Chinese calligraphy fonts to the modem design art is discussed from computer font design and the components of Chinese characters, development trend, and modem decoration design. Calligraphy font design will be applied to more design areas, and also will be penetrated into all aspects of people＇ s daily life.展开更多
Marketing and design literature suggests that positioning a brand through the gender dimension of brand personality can influence consumers’perceptions of the brand.However,few studies have explored the role of fonts...Marketing and design literature suggests that positioning a brand through the gender dimension of brand personality can influence consumers’perceptions of the brand.However,few studies have explored the role of fonts and brand gender consistency after brand gender-bending.Therefore,this study aims to explore whether the original font can continue to play a role in consumers’gender perceptions of the brand after brand gender-bending,and whether there are differences in perception between consumers of different genders.Based on the gender dimension in brand personality,this study uses logos composed of fonts with different gender traits to conduct a survey among two groups of participants for effective comparison.Six studies were conducted to examine the influence of fonts on brand gender perception during the process of brand gender-bending.The findings first demonstrate that the perception of font traits affects consumers’perception of brand gender traits.After brand gender-bending,the original font is perceived to exhibit opposite-gender or neutral traits,resulting in a decrease in the perception of the original brand’s gender traits.Additionally,there are differences in how consumers of different genders perceive the font and brand traits after gender-bending.展开更多
文摘Chinese calligraphy font design is based on Chinese characters as the carrier, and provides the modem people, the modem market, and the modem society with a font design by applying the modem technology conditions, combining with the modem design concept, and absorbing the traditional calligraphy form languages such as the midcourt line and structure. Along with the development of Chinese character information processing technology, the modem computer techology has been penetrated into every field of society, it has been very important in the field of the design to implement font design and application using the computer directly. In this paper, the application of Chinese calligraphy fonts to the modem design art is discussed from computer font design and the components of Chinese characters, development trend, and modem decoration design. Calligraphy font design will be applied to more design areas, and also will be penetrated into all aspects of people＇ s daily life.
文摘Marketing and design literature suggests that positioning a brand through the gender dimension of brand personality can influence consumers’perceptions of the brand.However,few studies have explored the role of fonts and brand gender consistency after brand gender-bending.Therefore,this study aims to explore whether the original font can continue to play a role in consumers’gender perceptions of the brand after brand gender-bending,and whether there are differences in perception between consumers of different genders.Based on the gender dimension in brand personality,this study uses logos composed of fonts with different gender traits to conduct a survey among two groups of participants for effective comparison.Six studies were conducted to examine the influence of fonts on brand gender perception during the process of brand gender-bending.The findings first demonstrate that the perception of font traits affects consumers’perception of brand gender traits.After brand gender-bending,the original font is perceived to exhibit opposite-gender or neutral traits,resulting in a decrease in the perception of the original brand’s gender traits.Additionally,there are differences in how consumers of different genders perceive the font and brand traits after gender-bending.
