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MAWD Lesson 1.01
Understand Typography
Term | Definition |
---|---|
Typography | The art and technique of arranging type to make written language legible, readable, ad appealing when displayed. |
Typeface | The basic design of a character. |
Serif | Serif is the small extra stroke at the end of the main vertical and horizontal strokes of some letters, can be subtle or pronounced. |
Sans Serif | A typeface that does not have the small extra stroke at the end of some letters, hence it is "Sans Serif". |
Ornamental | Typeface used exclusively for decorative purposes, not used for body text. |
Script | Typeface based on the varied and fluid style of handwriting, used for things other than extended body text. |
Symbol | Typeface that contains a complete unaccented Greek alphabet and a selection of commonly used mathematical symbols. |
Font | The style, weight, and specific size applied to a typeface. |
Monospaced | A font which has the same amount of horizontal spacing between all letters. |
Proportional | A font in which different letters have different spacing. |
Visual Hierarchy | Arrangement of elements in a way that implies importance. |
Text Size | The vertical height of a character. |
Text Style | How the characters are presented: bold, italic, small caps, shadow. |
Leading | Vertical spacing between lines of text. |
Kerning | Horizontal spacing between pairs of letters. |
Tracking | Horizontal spacing between all the characters in a block of text |
Lines | A literal line, any size, shape, texture, pattern, direction. |
Positive Space | Length, width, depth of objects. |
Negative Space | White space, distance between objects. |
Shapes | 2-dimensional space, enhances publication. Can be geometric, organic, or abstract. |
Geometric | Triangles, squares, circles. |
Organic | Natural or man-made shapes. |
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. Used for emphasis. |
Texture | Used to convey a sense of touch or feel. |
Color | Evokes emotion, can add or detract, can create movement and lead the eye. |
Calming Colors | Cool colors: blue, green, violet. |
Exciting Colors | Warm colors: red, orange, yellow. |
Neutral Colors | Beige, ivory, taupe, black, gray, white. |
Color Harmony | Choosing pleasing color combinations from a color palette. |
Color Palette | Selection of a large variety of colors. |
Complementary Color Scheme | Any 2 colors directly opposite each other on the color wheel. |
Analogous Color Scheme | Any 3 colors which are side by side on a 12 part color wheel. |
Hue | A color. |
Value | The brightness of a color. |
Tint | A hue plus white. |
Shade | A hue plus black. |
Saturation | The amount of the hue used; a color's intensity. |
Balance | The arrangement of elements. |
Radial | The elements radiate from or swirl in a circular or spiral path. |
Contrast | Emphasizing the difference between elements. |
Unity/Harmony | All of the design elements are consistent with each other in shape, style, and color. |
Scale/Proportion | The relationships between the sizes of various elements. |
Dominance/Emphasis | The first element the eye sees. |
Grids | The use of columns/rows in design. |
Rule of Thirds | Splitting an image or design into thirds, so you end up with 9 equal sections. |
Optical Center | The spot the eye first sees when it encounters a page. |
Z-pattern | The pattern the eye follows when scanning a page. |
Symmetrical | Elements are centered or evenly divided both vertically and horizontally. |
Asymmetrical | Off-center alignment created with an odd or mismatched number of elements |