The Character Design Forms Of Chinese TV Column Titles

The opening sequence in TV packaging plays an important role in attracting visualattention, and is a visual communication art which consists of science and technology,culture and art. With the fierce competition in TV industry, there are so many channelsand TV programs presented in front of the audience. The audience has their right tochoose any program they like, while in the mean time, they are often aimless whenchoosing programs to watch. Under such a condition, the opening sequences havechanged with the help of new digital media in technical level, artistic level and creationconcepts. As an important tole in the opening sequences, the font design of texts whichappear in the opening sequences has changed greatly. Besides Wending Font and HanInstrument Font, more font libraries for Chinese characters have been developed, suchas Founder Font and Trends Black Simplified Chinese Font. In addition to AdobeIllustrator, Font Creator, more font design software have been developed which can beused to create3D effects and other special effects. Constantly updated design softwaregreatly expands the creative space of font design which makes it possible to change thetext form from simple to organic, and from geometric to3D.This thesis conducts an exploratory study on font design (including dynamic textand static titles) of opening sequences in Chinese TV programs from the new digitalmedia prospective. First of all, under the understanding of the concept, forms andpackaging elements of opening sequences, this thesis analyzes the differences betweenthe font designs from different time periods-the traditional media time and new digitalmedia time. Secondly, the thesis talks about the creation concept and the revolutionarychange of CG effects. It provides examples with3D effects, rolling texts andhandwritten effects. Through the reacquainting of font in TV packaging and the analysisof design forms, the thesis presents that the design for static titles does not onlydepend on the design of word forms, but it also depends on the content and theme ofthe TV program to present the essence of the show. In addition, the thesis reaches aconclusion about the design methods of static titles. Finally, the thesis analyzesproblems occur during font producing for opening sequences in China, and makes aprospect on the future developing tendency. With the digital media technology, the fontdesign of opening sequences for Chinese TV programs shall be multi-elemented withthe combination of various art forms and cultures to promote the font design area to amore vivid field, from static to dynamic, from2D to3D space, and from3D to dynamic4D field.