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MaWD 1.01

Understand typography

Typography The style, arrangement, and appearance of text.
Typeface The basic design of a character.
Serif The characters have serifs or strokes on the tips.
Sans Serif The characters do not have tips.
Ornamental Artsy typefaces known for their elaborate features and unique design.
Script The characters appear to be hand written.
Symbol Use decorative pictures or symbols instead of characters.
Font A specific weight and style applied to a character.
Monospaced All the characters receive the same amount of horizontal space regardless of the size of the character.
Proportional All characters receive a different amount of horizontal space based on the size of the character.
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 vertical height of a character.
Text Style Bold, italic, fill color, stroke color, shadow, small caps.
Leading Vertical spacing between 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 Used to organize information, simulate movement, lead the eyes and enhance a design.
Positive Space The length, width, and depth of an object.
Negative Space The "white space"
Shapes 2 dimensional space used to enhance a publication.
Geometric Square, triangle, circle.
Organic Natural or manmade objects such as leaves, trees, and 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.
Texture Used to convey a visual sense of feel.
Color Can be used to evoke emotion.
Calming Colors Cool colors (blue, green, and violet)
Exciting Colors Warm colors (red, orange, and yellow)
Neutral Colors beige, ivory, taupe, black, gray, and white
Color Harmony A visually pleasing arrangement of colors.
Color Palette A chart used to choose colors.
Complementary Color Scheme Any 2 colors directly opposite each other on the color wheel.
Analogous Color Scheme Any three colors which are side by side on a 12 part color wheel.
Monochromatic Color Scheme Uses variations in lightness and saturation of a single color.
Hue A color
Value The brightness of a color.
Tint A hue plus white.
Shade A hue plus black.
Saturation The amount of the hue used; a color's intensity.
Balance Determined by how elements are arranged.
Symmetrical Elements of the design are centered or evenly divided horizontally and vertically on a page.
Asymmetrical Off-center alignment created with an odd or mismatched number of elements.
Radial Elements radiate or swirl out from a center point.
Contrast Emphasizing the difference between two elements.
Unity/Harmony All of the design elements are consistent with each other in shape, style, and color and consistent with the overall message.
Scale/Proportion The relationships between the sizes of various elements.
Dominance/Emphasis The first element the eye sees; the focal point.
Grids Visually dividing the layout into columns and/or rows.
Rule of Thirds Visually dividing the page into thirds vertically and horizontally and placing the most important element along a line or where the lines intersect.
Optical Center The spot that the eye sees when it first encounters a page - slightly above and to the right of the mathematical center of the page.
Z-Pattern The visual path the eye follows when looking at a printed page.
Created by: JoeStellman



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