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MAWD Lesson 1.01
Understand Typography
| Term | Definition |
|---|---|
| Typography | The style, appearance, and arrangement of text. |
| Typeface | The basic design of a character |
| Serif | Has strokes at the end of letters. |
| Sans Serif | No strokes on the end of letters. |
| Ornamental | Designed as decoration and often very elaborate. |
| Script | Mimics natural handwriting. |
| Symbol | Made up of non-alphabetic characters, graphics or both. |
| Font | The style, weight, and specific size applied to a typeface. |
| Monospaced | Each character takes the same amount of space |
| Proportional | Each character takes up a different amount of space depending on size. |
| Visual Hierachy | An arrangement of text in varying size, weight, color, and style to provide clear contrast. |
| Text Size | How large a text is in comparison to the page |
| Text Style | |
| Leading | Vertical space between lines of text. |
| Kerning | Horizontal space between lines of text. |
| Tracking | Horizontal spacing between all characters in a block of text. |
| Lines | Vary in size, shape, texture, pattern or direction. |
| Positive Space | Length, width, and depth of objects. |
| Negative Space | The empty space between objects. |
| Shapes | 2-dimensional enclosed space |
| Geometric | Triangles, squares and rectangles. |
| Organic | Natural or man-made shapes. |
| Form | 3-dimensional space added to objects. |
| Mass | Amount of space taken up by an object |
| Texture | Used to convey a touch or feel |
| Color | A visual way to evoke emotion, create movement and lead the eye |
| Calming Colors | "Cool colors" such as blue, purple or green. |
| Exciting Colors | "Warm colors" such as red, orange, or yellow |
| Neutral Colors | Colors such as grey, white, black, or beige, that help unify a design |
| Color Harmony | Pleasing colors combined to create harmony. |
| Color Palette | The full range of color that can be displayed on a device and that can be chosen from |
| Complementary Color Scheme | Any 2 colors directly opposite on the color wheel. |
| Analogous Color Scheme | Any 3 colors that are side by side on the color wheel. |
| Mononchromatic Color Scheme | Uses variations in lightness and saturation of a single color |
| Hue | A base 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 between both vertically and horizontally |
| Asymmetrical | Off-center alignment created with odd or mismatched number of elements |
| Radial | The elements radiate from 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 |
| Scale/Proportion | The relationship between the sizes of various elements |
| Dominance/Emphasis | The first element the eye sees and the focal point |
| Grids | The use of columns/rows in design |
| Rule of Thirds | Splitting an image or design into thirds, creating 9 equal spaces |
| 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:
thedragonlady24
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