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1.01 vocab
| Term | Definition |
|---|---|
| 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
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