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MaWD 1.01

Understand typography

Term	Definition
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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MaWD 1.01

Understand typography

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