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MAWD Lesson 1.01

Understanding typography

Typography The style, arrangement, or appearance of text
Typeface the basic design of a character
Serif A typeface that has strokes at the tips of letters
Sans Serif A typeface without serifs
Ornamental A typeface that was designed to strictly catch the eye; used for decoration
Script A typeface that appears to be written by hand
Symbol A typeface that uses various pictures and icons; just for fun
Font The style, weight, and specific size applied to a typeface
Monospaced A typeface spacing that makes each character take up the same amount of horizontal space
Proportional A typeface spacing where the horizontal space of each character varies
Visual Hierarchy The order of how a user processes information on a page
Text Size The vertical height of a character
Text Style A resource that alters text attributes, such as: bold, italic, fill color, stroke color, shadow, small caps
Leading Vertical spacing between lines of text
Kerning Horizontal spacing between pairs of letters
Tracking Horizontal spacing between all the characters in a large block of text
Lines A narrow mark that can be any size, shape, texture, pattern, or direction
Positive Space The length, width, and depth of objects
Negative Space The distance between objects
Shapes 2-Dimensional space that enhances a publication
Geometric polygons such as triangles, squares, and circles
Organic Natural or man-made shapes such as leaves, flowers, and cars
Form A 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 What the eyes see when light bounces off of an object
Calming Colors Cool colors that evoke the mood of calmness and serenity. etc: blue, green, violet
Exciting Colors Warm colors that evoke excitement etc: red, orange, yellow
Neutral Colors Colors that unify a design. etc: beige, black, white
Color Harmony Creates harmony by having pleasing color palettes from a color palette
Color Palette A finite set of colors
Complementary Color Scheme Any two colors directly across from each other on the color wheel
Analogous Color Scheme Three colors side-by-side on the color wheel
Monochromatic Scheme Uses variations of brightness 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 The arrangement of elements
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
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 The use of columns/rows in design
Rule of thirds Splitting an image or design into thirds so you end up 9 equal sections
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: Jackylaine



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