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MAWD Lesson 1.01
Understand typography
Term | Definition |
---|---|
Typography | The style arrangement and appearance of text |
Typeface | The Basic design of a character |
Serif | A type face that has strokes at the tips of it |
Sans Serif | a type of text that does not have extended features |
Ornamental | Designed strictly to catch the eye |
Script | Appears to be written by hand |
Symbol | Just for fun, little pictures |
Font | The style weight and specific size of the characters |
Monospaced | Each letter takes up the same horizontal space |
Proportion | The amount of horizontal space each character takes up |
Visual Hieracy | Refers to the arrangement of elements in a way that implies importance |
Text Size | The size of the characters |
Text Style | The font, how the characters look |
Leading | Distance between two baselines of lines of type |
Kerning | Process of adjusting the spacing between character in a proportional font |
Tracking | Horizontal spacing between characters in a large block of text |
Lines | Can be any size, shape, texture, pattern, or direction |
Positive Space | Lengthe, width, and depth of opbjects |
Negative Space | the distance between object |
Shaped | 2 dimensional space |
Geometric | triangle, squares, circles |
Organic | Natural of 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 |
Texture | Used to convey a sense of touch or feel. |
Color | evokes emotion |
Calming Colors | Blue, green, violet |
Exciting Colors | red, orange, yellow |
Neutral Colors | beige, ivory, taupe, black, gray, white |
Color Harmony | choosing pleasing color combinations from a color palette |
Color Palette | A range of colors that you can choose from |
Complementary Color Scheme | Any two colors directly opposite each other on the color wheel |
Analogous color Scheme | Any three colors that are side by side on a 12 part color wheel |
Monochromatic color scheme | uses variations in lightness and saturation of a single color |
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 |
Symmetrical | Elements are centered or evenly divided both vertically and horizontally |
Asymmetrical | Off-center alignment created with an odd or mismatched number 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 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 | 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 | Rows of light content interspersed with large graphics |