(1) The readability of text

The main function of text is to convey the author’s intention and various information to the public in visual communication. To achieve this purpose, text must be considered The overall appeal effect gives people a clear visual impression.

(2) Personality of the text

The design of the text should be subject to the style characteristics of the text trademark. The design of the text cannot be separated from the style and characteristics of the entire work, let alone conflict. Otherwise, the appeal effect of the text will be destroyed. Generally speaking, the personality of a word trademark can be roughly divided into the following categories:

Dignified and beautiful, strong and straight, deep and heavy, cheerful and light, vigorous and simple, novel and unique.

(3) Visuality

In the process of visual communication, text has the function of conveying emotions, so it must have visual beauty and be able to give people a feeling of beauty. Well-designed fonts and cleverly combined words can make people feel happy, leave a good impression, and gain a good psychological response.

(4) Creativity

According to the requirements of the word trademark theme, highlight the individual color of the text design, create a distinctive and unique font, and give people a unique visual experience , which is conducive to the expression of the author's design intention. When designing, you should explore the morphological characteristics and combination of characters, constantly modify them, and ponder them over and over again. Only in this way can you create unique characters, so that their external form and design style can arouse people's aesthetic pleasure.