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MAWD 1.01
Understanding Typography, Multiuse Design Principles and Elements
| Term | Definition |
|---|---|
| Typography | the style and appearance of printed matter |
| Typeface | a particular design of type |
| Serif | a slight projection finishing off a stroke of a letter in certain typefaces |
| Sans Serif | a style of type without serifs |
| Ornamental | visual appearance of a product |
| Script | text that appears to be written by hand |
| Symbol | text that is strictly symbols |
| Font | the style, weight, and specific size applied to 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 characters |
| Leading | vertical spacing between pairs of letters |
| Kerning | horizontal spacing between pairs of letters |
| Tracking | horizontal spacing between all characters in a large block of text |
| Lines | can be any size, shape, texture, pattern or direction can be straight or curved |
| Positive Space | length, width, and depth of objects |
| Negative Space | the distance between objects |
| Shapes | 2-D space |
| Geometric | triangles, squares, triangles |
| Organic | natural or man-made shapes |
| Form | 3-D 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 the sense of touch or feel |
| Color | evokes emotions |
| Calming Colors | blue, green, violet |
| Exciting colors | red, orange, yellow |
| Neutral colors | beige, ivory, taupe, black, grey, white |
| Color Harmony | choosing pleasing colors together |
| Color palette | choice of colors |
| Complementary color scheme | 2 colors opposite of each other on the color wheel |
| Analogous color scheme | 3 colors that are side by side on the color wheel |
| Monochromatic scheme | uses variations of lightness and saturation in 1 color |
| Hue | a color |
| Value | brightness of the color |
| Tint | a hue plus white |
| Shade | a hue plus black |
| Saturation | the amount of a hue used |
| 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 with 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:
masonsroy2
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