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MAWD 1.01

Typeface the style and appearance of printed matter
Serif a particular design of type
Sans Serif a slight projection finishing off a stroke of a letter in certain typefaces
Ornamental a style of type without serifs
Script Designed strictly to catch the eye and should be used sparingly
Symbol The characters appear to have been written by hand
Font Uses decorative pictures or symbols instead of characters
Monospaced A specific size, weight, and style applied to a character (letter, number, symbol
Proportional All characters takes up the same amount of horizontal space
Visual Hierarchy Arrangement of text in a graduated series to help readers scan
Text Size the size of text characters, measured in units called points
Text Style the size of text characters, measured in units called points
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 An open ended path with 2 anchor points, which included straight, beziers, and spirals
Positive Space Length, width, and depth of objects
Negative Space -"White space" -The distance between objects -Avoids clutter
Shapes -2D space -Enhances a publication
Geometric Basic shapes (triangles, squares, circles)
Organic Natural or man-made shapes (leaves, flowers, cars)
Form 3D space added to objects by adding shadows, tone, or color variations
Mass Size or amount of space taken up by an element
Color -Evokes emotions -Sets tone/mood -Can add or detract -Can create movement and lead the eye
Calming colors -Calming -Blue, green, violet
Exciting colors -Exciting -Red, orange, yellow
Neutral colors -Unifies a design -Beige, ivory, taupe, black, gray, white
Color Harmony Pleasing color combinations from a color palette
Color palette digital world, refers to the full range of colors that can be displayed on a device screen or other interface
Complementary color scheme Any 2 colors that are 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.
Hue Another name for 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 colors 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 design elements are consistent with each other in shape, style, and color and consistent with the overall message
Scale/Proportion The relationship between the sizes of various elements
Dominance/Emphasis The first element the eye sees; focal point
Grids The use of columns and 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 sees first Slightly above and to the right of the actual center
Z-pattern The pattern the eye follows when scanning a page.
Texture Used to convey a sense of touch or feel
Created by: ConnorW33



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