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1.01 Mawd
Typography, multiuse design principles and elements
| Term | Definition |
|---|---|
| Typography | The style, arrangement, and appearance of text. |
| Typeface | The basic design of a character. |
| Serif | The characters have serifs or strokes on the tips. |
| Sans Serif | "Sans" is French for without, so the characters do not have serifs or strokes on the tips. |
| Ornamental | Artsy typefaces; known for their elaborate features and unique design. |
| Script | The characters appeared to be written by hand |
| Symbol | Uses decorative pictures or symbols instead of characters. |
| Font | A specific size, weight, and style applied to a character. |
| Monospaced | All characters receive an equal amount of horizontal space regardless of the size of the character. |
| Proportional | All characters receive a different amount of horizontal space based on the size of the character. |
| Usability and Readability Considerations | Font choice has an impact on a design's effectiveness. |
| Visual Hierarchy | An arrangement of text in a graduated series to help readers scan and know where to enter and exit the text. |
| Leading | Vertical spacing between lines of text. |
| Kerning | Horizontal spacing between pairs of letters. |
| Tracking | Horizontal spacing between all the characters in a large block of text. |
| Lines | Used to organize information, stimulate movement, lead the eyes and enhance a design. |
| Positive Space | Length, width, and depth of objects. |
| Negative Space | "White Space"; the distance between objects; gives a design breathing room. |
| Shapes | 2- Dimensional space; used to enhance a publication. |
| Geometric | Square, triangle, circle. |
| Organic | Natural or man-made objects such as leaves, trees, and cars. |
| Form | 3- Dimensional space added to objects by the addition of shadows, tone, or color transitions. |
| Mass | The size or amount of space taken up by an element. |
| Texture | Used to convey a "visual" sense of feel. |
| Color | Can be used to evoke emotion. |
| Calming colors | Cool colors (blue, green and violet) |
| Exciting Colors | Warm colors (red, orange and yellow) |
| Neutral Colors | Beige, ivory, taupe, black, grey, and white |
| Color Harmony | A visually pleasing arrangement of colors |
| Complementary color scheme | Any 2 colors directly opposite each other on the color wheel. |
| Analogous color scheme | any three colors which are side by side on a 12 part color wheel. |
| Monochromatic Scheme | Uses variations in lightness and saturation of a single color. |
| On monitiors | Colors are created by mixing varying degrees of red, green and blue light. |
| On printers | In the four- color printing process, color is created by layering cyan, magenta, yellow and black. |
| Color matching | The process of matching the colors produced on the computer screen to the colors that can be printed on paper using ink to ensure the printed publication looks as much like the on- screen publication. |
| Hue | A color |
| Value | The brightness of a color |
| Tint | A hue plus white |
| Shade | A hue plus plus black. |
| Saturation | The amount of the hue used; a color's intensity. |
| Balance | Determined by how elements are arranged. |
| Symmetrical | Elements of the design are centered or evenly divided horizontally and vertically on a page. |
| Asymmetrical | Off- center alignment created with an odd or mismatched number of elements. |
| Radial | Elements radiate or swirl out from a center point. |
| Contrast | Emphasizing the difference between two elements. |
| Unity/Harmony | All of the design elements are consistent with each other in shape, style and color and consistent with the overall message. |
| Scale/Proportion | The relationships between the sizes of various elements. |
| Dominance/Emphasis | The first element the eye sees; the focal point. |
| Grids | Visually dividing the layout into columns and/or rows. |
| Rule of Thirds | Visually dividing the page into thirds vertically and horizontally and placing the most important element along a line or where the lines intersect. |
| Optical Center | The spot that the eye sees when it first encounters a page. It is slightly above and to the right of the mathematical center of the page. |
| Z-pattern | The visual path the eye follows when looking at a printed page, |
| The Systems Approach | The process of a design project that involves preliminary research and collaborative planning before design can begin. |
| Courier, and Times New Roman are examples of: | Serif. |
| Arial and Veranda are examples of: | Sans Serif |
| Ornamental are designed to: | Catch the eye. |
| Brush Script is an example of: | Script. |
| Two shapes on a page are: | Positive Space. |
| The space between 2 shapes is: | Negative Space. |
| Webdings and wingdings are examples of: | Symbol. |
Created by:
hardysh1
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