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MAWD Lesson 1 Vocab
Understand Typography, Multiuse Design, Principles and Elements
| Term | Definition |
|---|---|
| Typography | The style, arrangement, and appearance of text. |
| Typeface | The basic design of a character. |
| Serif | Typeface; Have strokes at the tips of the letters, Easier to read for printed body text. |
| Sans Serif | Typeface; Have no strokes at the tips of the letters. |
| Ornamental | Typeface; Designed strictly to catch the eye. |
| Script | Typeface; Appear to have been written by hand, should never be keyed in all caps. Formal mood. |
| Symbol | Just for fun. |
| Font | The style, weight, and specific size applied to a typeface. |
| Monospaced | Typeface Spacing; Each character takes up the same amount of horizontal space. |
| Proportional | Typeface Spacing; 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 | How big or small the text is. |
| Text Style | How the text looks like. |
| 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 | Can be any size, shape, texture, pattern or direction. Can be straight or curved. |
| Positive Space | Length, width, and depth of objects. |
| Negative Space | "white space;" The distance between objects. |
| Shapes | 2-dimensional space. Enhances a publication. |
| Geometric | Triangles, squares, circles. |
| Organic | Natural or man-made shapes. Leaves, flowers, cars. |
| Form | 3-dimensional space added to objects by the addition of shadows, tone, or color transitions. |
| Mass | The size or amount of spake taken up by an element. |
| Texture | Used to convey a sense of touch or feel. |
| Color | Evokes emotion; Sets tone or mood. |
| Calming Colors | Blue, green, violet |
| Exciting Colors | Red, orange yellow |
| Neutral Colors | Beige, ivory, taupe, black, gray, white |
| Color Harmony | Create harmony by choosing pleasing color combinations from a color palette. |
| Color palette | An amount of related colors grouped together. |
| 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 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 | 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 eyes 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:
Griffin.Rose
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