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MaWD Lesson 1.01

Typography the style, arrangement, and appearance of a text
Typeface the basic design of a character
Serif have strokes at the tips of the letters, easier to read for printed body text
Sans Serif have no strokes at the tips of the letters; easier to read for digital body text
Ornamental designed strictly to catch the eye, should be used sparingly, can be hard to read, used for decoration, should never be used in body text
Script appear to have been written by hand, should never be keyed in all caps, conveys a formal mood
Symbol just for fun, can replace words
Font the style, weight and specifc 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 an arrangement of text in a graduated series to help readers scan and know where to enter and exit the text
Text Size the size of characters, measured in units called points (pts)
Text Style the style of characteres
Leading vertical spacing between lines of text
Kerning horizontal spacing between two letters
Tracking horizontal spacing between all characters in a large block of text
Lines can be any size, shape, texture, pattern or direction; can be straight or curved; can organize; can create movement; can connect; can seperate; can provide texture; can convey a mood or emotion; can define shapes; can provide emphasis or a frame
Positive Space length, width, and depth of objects
Negative Space "white space"; the distance between objects; necessary to avaoid clutter; gives a design breathing room
Shapes 2-dimensional space; enhance a publication
Geometric kind of shapes, f.e. triangles, squares, circles
Organic natural or man-made shapes; fe. leaves, flowers, cars
Form 3-dimensional space added to objects by the addition of shadows, tone or tansitions
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 cool colors -> blue, green, violet
Exciting colors warm colors -> red, orange, yellow
Neutral colors Unify a design -> beige, ivory, taupe, black, gray, white
Color Harmony created by choosing pleasing color combinations from a color palette
Color palette refers to the full range of colors that can be displayed on a device screen or other interface, or in some cases, a collection of colors and tools for use in paint and illustration programs
Complementary color scheme any 2 colors directly opposite each other on the color weel -> red/green, purple/yellow
Monochromatic scheme uses variations in lightness and sturation of a single color, produces a smoothing 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 a hue used; a color 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, creates interest and excitement
Unity/Harmony All of the design elements are consistent with each other in shape, style, style and color and consistent with the overall message
Scale/Proportion the relationships between the sizes of various elements, creates visual impact and aids readability
Dominance/Emphasis the first element the eye sees; the focal point, gets the viewer's attention, assure the viewer starts in the correct order
Grids the use of columns/rows in design, used frequently in print and web 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 above and to the right of the actual center; place the most important design elements here.
Z-pattern the pattern the eye followshen scanning a page; place important elements along the Z-Pattern
personality Font choice should convey the meaning or personality that matches the purpose of the design
font choice should be limited to 2-3 fonts, do not mix 2 fonts from the same category should consider the taret audience
readability Consider the target audience
abstract kind of shapes, a blend of both, geometric and organic
Analogous color sheme any three colors which are side by side on a 12 part color wheel -> yellow-green, yellow, and yellow-orange
color on monitors measured in RGB (-red, green, blue), eachcolor is assigned a number between 0 and 255. (255,255,255 = black); additive color-as color, or light is added the result gets lighter
color and printers Printers use a color model called CMYK (-cyan, magenta, yellow, black), they are based on percentages (if each is set to 100%, the color is black), Subtractive color - as color is added, the result gets darker
color matching matching the printed ink color to the color displayed on the monitor
step 1 of the system approach Collect information: Audience? Goal of the Design? Technical requirements? Budget? Deadlines?
step 2 of the system approach Develop a plan: might include written proposal, price quote, costumer contract, developement of a design team, detailed action plan
step 3 of the system approach Brainstorm: find inspiration in books, magazines, museums, and unwinding, resaerch similar/competing designs, sketch out ideas
step 4 of the system approach Experiment: keep original goal in mind, experiment with a few different design options to show the client, experiment with fonts, color shemes, graphics
step 5 of the system approach Proofread: Have others in thedevelopement team to proofread the design, no client will want a product with spelling or grammatical errors
step 6 of the system approach Revise: Collaborate with the client for feedback, revise the esign over and over again, if necessary
step 0 of the system approach Planing: Design is a process that involves preliminary research and collaborative planning before it can begin.
Created by: aullrich



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