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1.01 vocab

Typography The style, arrangement, and appearance of text
Typeface the basic design of a character
Serif Have strokes at the tips of the letters
Sans Serif No strokes at the tips of the letters Easier to read on digital displays
Ornamental Designed strictly to catch the eye
Script Appear to be written by hand
Symbol Use decorative pictures or symbols instead of characters
Font The specific size, weight, and style applied to a typerface
Monospaced Each character takes up the same amount of horizontal space
proportional The amount of horizontal space each character takes up varies
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 Size of text
Text Style Style of text
Leading Vertical spacing between of line of text
Kerning Horizontal spacing between pairs of letters
Tracking Horizontal spacing between all the characters in a large block of text
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
shapes` 2 dimensional space and enhances a publication
Geometric Triangles Squares Circles
Organic Natuiral or man made
Form 3 dimensional space added to objects by the addition of shadows, tone of color transitions
Mass The size or amount of space taken up by an element
Texture Used to convey a sense of touch/feel
Color Evokes emotion(cool colors, warm, and neutral)
Calming Colors Blue green violet
Exciting Colors Red orange yellow
Neutral Colors Beige ivory taupe black gray whiter
Color Harmony Creat harmony by choosing pleasing color combinations from a color pallete
Color Palette
Complementary color scheme Any 2 colors directly opposite each other on the color wheel
Analogous 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 a color
Value the brightness of a color
Tint the hue plus white
Shade the hue plus black
Saturation The amount of hue used; a colors intensity
Balance the arrangements of elements
symmetrical elements are centered
Asymmetrical off center alignment created with an odd or mismatched number of elements
Radial the elements radiate from or swirl in a circular/ 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
Scale the relationships between the sizes of various
Dominance the first element you see
Grids The use of columns/rows in the 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 The pattern the eye follows when scanning a page.
Created by: grahameaitken