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MAWD 1.01 Vocab

Vocab for unit 1.01 of MAWD

Typography The style, arrangement, and appearance of text
Typeface The basic design of a character
Serif The basic design of a character
Sans Serif No strokes at the tips of letters
Ornamental Designed for decoration and to catch the eye
Script Appears to have been written by hand
Symbol Allows user to use a symbol without importing a graphic
Font The size, weight, and style applied to a typeface
Monospaced Amount of horizontal space each character takes up is the same
Proportional The amount of horizontal space each character takes up varies
Visual Hierarchy¬ Arrangement of text in a graduated series to help readers
Text Size Size of the characters
Text Style Way characters appear
Leading Vertical space between lines of text
Kerning Horizontal spacing between pairs of letters
Lines A thin object that is longer than wide
Positive Space Length, width, and depth of objects
Negative Space White space
Shapes 2-dimensional space
Geometric Basic, simple shapes
Organic Natural or manmade shapes
Form 3-dimensional space added to shapes by addition of shadows, tone, or color transitions
Mass Size of an element
Texture Used to convey a sense of touch or feel
Color Evokes emotion, sets tone, and can create movement
Calming colors Cool colors, use blue
Exciting colors Warm colors, use red
Neutral colors Unify design, lack of extremes
Color Harmony Choosing pleasing color combos from palette
Color palette A visual representation of available colors
Complementary color scheme 2 colors directly opposed to each other
Analogous color scheme Colors side by side on color wheel
Monochromatic scheme Uses variations of a single color
Hue A color
Value Brightness of a color
Tint A hue plus white
Shade A hue plus black
Saturation A color’s intensity
Balance The arrangement of elements
Symmetrical Elements are evenly divided
Asymmetrical Off center alignment
Radial Elements radiate from object
Contrast Emphasizing difference between elements
Unity/Harmony All design elements are consistent with each other
Scale/Proportion Relationships between sizes of various elements
Dominance/Emphasis The focal point
Grids Use of columns/rows in a design
Rule of Thirds Splitting an image into thirds, resulting in 9 equal sections
Optical Center The spot the eye sees when it encounters a page
Z-pattern The patter the eye follows when scanning a page
Created by: pcbenton



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