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key terms 1.01

TermDefinition
Typography The style and appearance of printed matter
Typeface A particular design of type
Serif A slight projection finishing off a stroke of a letter in certain typefaces
Sans Serif A style of type without serifs
Ornamental Serving or intended as an ornament
Script Printed type imitating handwriting
Symbol A mark used as a conventional representation of an object
Font A set of type of one particular face and size
Monospaced a font whose letters and characters each occupy the same amount of horizontal space
Proportional Corresponding in size or amount to something else
Visual Hierarchy the order in which a user processes information on a page
Text Size The size of the text
Text Style The style of the text
Leading Most important
Kerning the process of adjusting the spacing between characters
Tracking Expand or contract the amount of text on a page
Lines The space between the text
Positive Space The main focus of an image
Negative Space The space that surrounds the image
Shapes The external form or appearance of something
Geometric characterized by or decorated with regular lines and shapes
Organic Relating to or derived from living matter
Form The visible shape of something
Mass The majority of
Texture The feel or appearance of something
Color the property possessed by an object of producing different sensations on the eye as a result of the way the object reflects or emits light.
Calming colors Aqua, pale pink, cool blue, beige, pale gray, etc
Exciting colors Red, orange, yellow, green, blue, etc
Neutral colors Ivory, taupe, black, gray, white, etc
Color Harmony The theory of combining colors in a way this is harmonious to the eye
Color palette A range of colors
Complementary color scheme Colors opposite of each other in the color wheel
Analogous color scheme Colors next to each other in the color wheel
Monochromatic scheme Single based hues
Hue The shade of the color
Value The lightness or darkness of tones or colors
Tint Mixture of a color with white
Shade Mixture of a color with black
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