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MaWD Lesson 1.01

Typography Multiuse Design Principles & Elements

Typography The style, arrangement, & appearance of text
Typeface Basic design of a character
Serif A slight projection finishing off a stroke of a letter in certain typeface
Sans Serif A difficult font to read >Times Roman
Ornamental Designed to catch the eye >Never used in body text
Script Appear to be written by hand Never be keyed in all caps
Symbol A mark or character used as a conventional representation of an object, function, or process
Font The style, weight, and specific size 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 An arrangement of text in a graduated series to help readers scan and know where to enter and exit the text
Text Size The size of text character >Measured in units called points(pts)
Text Style A resource that specifies text attributes >Font, size, line spacing, font style, and text alignment
Leading Vertical spacing between of the lines of text
Kerning 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 >Straight or curved
Positive Space Length, width, and depth of objects
Negative Space The distance between objects >"White space"
Shapes 2-dimensional space
Geometric Triangles, squares, circles
Organic Natural or man-made shapes Ex. leaves, flowers, cars
Form 3-dimensional space added to objects >Shadows, tone, or color transitions
Mass The size or amount of space taken up by an element
Texture Used to convey a sense of touch or feel
Color Evokes emotions >Sets tone or mood
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 The full range of colors
Complementary Color Scheme Any 2 colors directly opposite each other on the color wheel >Red/green
Analogous Color Scheme Any 3 colors which are side by side on a 12 part color wheel >Yellow-green
Monochromatic Scheme Uses variations in lightness and saturation of a single color >Easy on the eyes
Hue A color >Red
Value The brightness of a colors that can be displayed on a device screen
Tint A hue plus white >Pink (red)
Shade A hue plus black >Burgundy
Saturation The amount of the hue used; a color's intensity
Balance The arrangement of elements >3 types
Symmetrical Elements are centered or evenly divided both vertically and horizontally
Asymmetrical Off-center alignment created with an odd or mismatched number of elements
Radial The elements radiate from or swirl in a circular or spiral path
Contrast Emphasizing the difference between elements >Creates interest and excitement
Unity/Harmony All of the design elements are consistent with each other in shape, style and color >consistent with message
Scale/Proportion The relationship between the sizes of various elements >Create visual impact and aids readability
Dominance/Emphasis The first element the eye sees; the focal point >Gets viewer's attention
Grids The use of columns/ rows in design >Used in print and wed design
Rule of Thirds Splitting an image or design into thirds
Optical Center The spot the eye first sees when it encounters a page
Z-pattern The pattern the eye follows when scanning a page
Created by: abcrudup



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