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MAWD lesson 1.01
Understand Typography
| Term | Definition |
|---|---|
| Typography | The design of the characters and the way they are represented on the page |
| Typeface | The basic design of a character |
| Serif | a short line at the end of the main strokes of a character |
| Sans Serif | A typeface in which characters have no serif |
| Ornamental | A typeface used to catch the readers eye |
| Script | A typeface that looks like it is handwritten |
| Symbol | Uses decorative pictures or symbols instead of characters |
| Font | A specific size, weight, and style applied to a character |
| Monospaced | All characters receive an equal amount of space regardless of the size of the character |
| Proportional | Letters take up space relative to their size |
| 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 the text |
| Text Style | Refers to the slant, weight and special effects applied to the text |
| Leading | Vertical spacing of lines of text |
| Kerning | Horizontal spacing between paris of letters |
| Tracking | Horizontal spacing between all the characters characters in a large block of text |
| Lines | Used to organize information, simulate movement, lead the eyes, and enhance a design |
| Positive Space | length, width, and depth of objects |
| Negative Space | "white space"; the distance between objects; gives a design breathing room |
| Shapes | 2-dimensional space; used to enhance a publication |
| Geometric | square, triangle, circle |
| Organic | Natural or man-made 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 | blue, green, violet |
| Exciting colors | red, orange, yellow |
| Neutral colors | beige, ivory, taupe, black, gray, white Unify a design |
| Color harmony | Create harmony by choosing pleasing color combinations from a color palette |
| Color palette | The full range of colors that can be displayed on a device screen or other interface |
| 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 hue used; a colors 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 2 elements |
| Unity/Harmony | All of the design elements are consistent with each other in shape, style and color and consistent with the overall image |
| Scale/Porpotion | The relationships between the sizes of various elements |
| Dominance/Emphasis | The first elements the eye sees; the focal poaint |
| 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. It is 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 |
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