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MaWD Lesson 1.01
Typography Multiuse Design Principles & Elements
| Term | Definition |
|---|---|
| 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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