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1.01 Mawd

Typography, multiuse design principles and elements

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