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MAWD lesson 1.01
| Term | Definition |
|---|---|
| Typography | the style and appearance of printed matter |
| Typeface | a particular design of type. |
| Serif | 1. 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; decorative. |
| Script | handwriting as distinct from print; written characters |
| Symbol | a mark or character used as a conventional representation of an object, function, or process, e.g., the letter or letters standing for a chemical element or a character in musical notation. |
| Font | A design for a set of characters |
| 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 | Arranged or presentation of elements in a way that implies importance |
| Text Size | Size of the characters |
| Text Style | Combination of text design and size |
| Leading | Vertical spacing between lines |
| Kerning | adjust the spacing between (letters or characters) in a piece of text to be printed |
| Tracking | the maintenance of a constant difference in frequency between two or more connected circuits or components |
| Lines | Can be any size, shape, texture, pattern, or direction |
| Positive Space | refers to the main focus of a picture |
| Negative Space | Background of picture |
| Shapes | the external form or appearance characteristic of someone or something; the outline of an area or figure |
| Geometric | characterized by or decorated with regular lines and shapes |
| Organic | relating to or derived from living matter. |
| Form | the visible shape or configuration of something. |
| Mass | Majority of something |
| Texture | the feel, appearance, or consistency of a surface or a substance. |
| Color | Appearance of something |
| Calming colors | will stimulate clear thought and lighter, calm the mind and aid concentration |
| Exciting colors | Pop and are distracting to the mind |
| Neutral colors | They are sometimes called “earth tones.” |
| Color Harmony | colors that work well together |
| Color palette | Range of colors |
| Complementary color scheme | Colors that coexisted well with each other |
| Analogous color scheme | any colors that are adjacent or next to one another on a color wheel |
| Monochromatic scheme | Everything is all the same color |
| Hue | A color or shade |
| Value | the relative lightness or darkness of a color |
| Tint | Colors mixed with white |
| Shade | Colors mixed with black |
| Saturation | the state or process that occurs when no more of something can be absorbed, combined with, or added. |
| Balance | a condition in which different elements are equal or in the correct proportions |
| Symmetrical | All sides are the same |
| Asymmetrical | None of the sides are the same |
| Radial | elements swirl in circular pattern |
| Contrast | Strikingly different |
| Unity/Harmony | The same |
| Scale/Proportion | Size relation based on horizontal and vertical space |
| Dominance/Emphasis | Overpowering |
| Grids | a network of lines that cross each other to form a series of squares or rectangles |
| Rule of Thirds | is an essential photography technique |
| Optical Center | a point on the axis of a lens that is so located that any ray of light passing through it in passing through the lens suffers no net deviation and that may be within, without, or on either surface of the lens. |
| Z-pattern | usually consists of rows of light content, interspersed with large graphics or other attention-grabbing content. |
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