摘要： 目的 促进中国科技期刊刊名字体设计的创新性发展,提高对刊名设计重要性的认识,探索设计创新的基本原则。 方法 采用抽样调查的方法,对300份样刊进行了分析和研究。结果 提出中国科技期刊刊名设计创新性不足的原因,分析刊名设计创新在刊物自身发展与读者审美需求两个方面的必要性,进而指出中国科技期刊刊名字体设计要与期刊定位相契合、与封面设计相统一以及注重形式美的三个基本原则。结论 科技期刊必须要在充分考虑期刊定位和学科背景等因素的基础上,遵循科学的设计原则,采取适当的设计方法进行刊名字体设计。

关键词: 科技期刊, 刊名字体, 字体设计, 期刊定位, 期刊品牌, 设计原则

Abstract:

[Purpose] This paper aims at improving the creative font design development of Chinese science and technology journals'name,enhancing related institutions'awareness of the name font design's importance,and exploring the basic principles of creative design.[Methodology] By random ly sampling 300 science and technology journals,this paper analyzes their name font design.[Findings] It points out the cause of the current poor creative fontdesign of Chinese science and technology journals'name,analyzes the necessity of name font design for the journals'w ider promotion and the readers'aesthetic needs.It further comes up w ith three basic principles of creative font design for journals:font design should accord w ith the journals'orientation,match the design of the cover and emphasize the beauty of its.[Conclusions] The name of science and technology journals should adopt an appropriate font design whichmust follow sicentific design principles based on full consideration of the journals'orientation and their contents'background.

Key words: Science and technology journal, Journal's name font, Font design, Journals'orientation, Journals'brands, Design principle