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MAWD 1.01 Vocab
Vocab for unit 1.01 of MAWD
| Term | Definition |
|---|---|
| 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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