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MAWD lesson 1.01
Understand Typography, design principles and elements
| Term | Definition |
|---|---|
| Typography | the style, arrangement, and appearance of text |
| Typeface | the basic design |
| Serif | have strokes at the tips of the letters, easier to read for printed body text. EX: courier and Times new Roman |
| Sans Serif | decorative lines or tapers (also known as tails or feet) |
| Ornamental | Designed strictly to catch the eye, Used for decoration, should never be used in the body text |
| Script | Appear to have been written by hand, should never be keyed in all caps, conveys a formal mood |
| Symbol | a mark or character used as a representation of an object |
| Font | The style, weight, and specific size applied to a typeface |
| Monospaced | Each character takes up the same amount of horizontal space |
| Proportional | the amount of horizontal space each character takes up varies, better for body text |
| Visual Hierarchy | arrangement or presentation of elements in a way that implies importance. this order is created by the visual contrast between forms in a field of perception |
| Text Size | size of text. (pts) |
| Text Style | text attributes, including the font, size line spacing, font style, text alignment, and text and background colors |
| Leading | vertical spacing between lines of text, referred to as line spacing (single space and double space) |
| Kerning | Horizontal spacing between pairs of letters, used create a more visually appealing and readable text. (ex: having "book" with the two O's intersecting) |
| Tracking | Horizontal spacing between all characters in a large block of text. Used to expand or contract a block of text for the purpose of aligning two coluns |
| Lines | Can be any size, shape, texture, pattern or direction. can be straight or curved |
| Positive Space | length, width, and depth of objects |
| Negative Space | "white space". The distance between objects. necessary to avoid clutter; gives a design breathing room |
| Shapes | 2 dimensional space. enhances a publication. shapes can be : geometric- organic- . Abstract- a blend of both |
| Geometric | characterized by or decorated with regular lines and shapes Ex: triangles, squares, circles |
| Organic | natural or man-made shapes-leaves, flowers, 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. used for emphasis |
| Texture | used to convey a sense of touch or feel |
| Color | evokes emotion, sets tone or mood, can add or detract, can create movement and lead the eye |
| Calming colors | blue, green, violet. also called cool colors |
| Exciting colors | red, orange, yellow also called warm colors |
| Neutral colors | beige, ivory, taupe, black, gray, white. unify a design |
| Color Harmony | create harmony by choosing pleasing color combinations from a color palette |
| Color palette | has all the colors and tones, not a color wheel |
| Complementary color scheme | any 2 colors directly opposite each other on the color wheel. ex: red/green, purple/yellow |
| Analogous color scheme | any three colors which are side by side on a color wheel. ex: yellow-green, yellow, and yellow-orange. usually one of the three colors predominates |
| Monochromatic scheme | uses variations in lightness and saturation of a single color. produces a soothing effect, easy on the eyes; however can be difficult to highlight important elements |
| 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, asymmetrical, radial |
| 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 | (type of balance) the elements radiate from or swirl in a circular or spiral path |
| Contrast | Emphasizing the difference between elements. creates interest and excitement. EX: red and white, squares and circles, rough and smooth, textures |
| Unity/Harmony | all of the design elements are consistent with each other in shape, style and color and consistent with the overall message. Helps the reader understand the whole message. can be achieved through repetition/ consistency. EX: using repeated shape through |
| Scale/Proportion | the relationships between the sizes of various elements. creates visual impact and aids readability. EX: Headline larger than body text, exaggerating the size of a design element |
| Dominance/Emphasis | the first element the eye sees; focal point. Gets the viewer starts in the correct order. EX: Splash of color, shocking image or text |
| 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. Place the focal point along a line or where the lines intersect |
| Optical Center | the spot the eye first sees when it encounters a page. slightly about and to the right of the actual center. place the most important design element here |
| Z-pattern | the pattern the eye follows when scanning a page. place important elements along the Z-pattern |
Created by:
journee1
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