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MAWD Vocab

Lesson 1.01 Vocab Words

Typography The style, arrangement, and appearance of text
Typeface The basic design of a character
Serif The ends of each character do have attributes
Sans Serif The ends of each character do not have attributes
Ornamental Designed strictly to catch the eye
Script Appear to have been written by hand
Symbol Convey a message without importing a graphic
Font The specific size, weight and style applied to a typeface
Monospaced Each character takes up the same amount of horizontal space
Proportional The amount of horizontal space each character takes up varies
Visual Hierarchy Headings formatted differently than body text. Font choice should be limited to 2 or 3 fonts
Text Size The vertical height of a character
Text Style The design of the font
Leading Vertical spacing between pairs of letters
Kearning 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. Can organize, create movement, connect, separate, provide texture, convey a mood or emotion, define shapes, provide emphasis, and provide a frame
Positive Space Length, width, and depth of objects
Negative Space “white space” – the distance between objects, necessary to avoid clutter; gives a design breathing room. Improves readability
Shapes 2-dimensional space. Enhances a publication.
Geometric Triangles, squares, circles
Organic Natural or man-made shapes: leaves flowers cars
Form 3-dimensional space added to objects by the addition of shadows, tone, or color transitions
Mass The size or amount of space taken up by an element, used for emphasis
Texture Used to convey a sense of touch or feel
Color Evokes emotion and sets tone or mood. Can add or detract, can create movement and lead the eye
Calming Colors Blue, green, violet
Exciting Colors Red, orange, yellow
Neutral Colors Beige, ivory, taupe, black, gray, white
Color Harmony Create harmony by choosing pleasing color combinations from a color palette
Color Palette A chart with multiple colors on it
Created by: Hallerm



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