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MAWD Lesson 1.01
Understanding typography
| Term | Definition |
|---|---|
| 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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