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MAWD 1.01

understand typography

TermDefinition
Typography The design of the characters and the way they're represented on the page
Typeface The basic design of character
Serif Letters with attributes on the top that add height and dimension
Sans Serif letters do not have attributes on the tips(serif)
Ornamental Designed to catch the eyes
Script Typefaces that seem to be hand written
Symbol use decorative or symbols instead of characters
Font A specific weight and style applied to a character
Monospaced All characters receive an equal amount of space regardless of the size of the character
Proportional All characters receive a different amount of horizontal space based on the size of the character
Visual Hierarchy an arrangement of text in a graduated series to help scan and know where to enter and exit
Text Size
Text Style
Leading Vertical lines of texts between spacing
Kerning Horizontal spacing betweens pairs of letters
Tracking Horizontal spacing between all characters in a large block of text
Lines Used to organize info simulate movement lead the eyes and enhance
Positive Space
Negative Space
Shapes 2-d space used to enhance a publication
Geometric
Organic
Form 3-d space added to objects using 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
Exciting colors
Neutral Colors
Color Harmony
Color Palette
Complementary Color Scheme
Monochromatic Scheme
Hue
Value
Tint
Shade
Saturation
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 two elements
Unity/Harmony All of the design elements are consistent with each other in shape, style and color and consistent with the overall message
Created by: JayWhitley
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