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MAWD Lesson 1.01

Understand Typography

Typography The art and technique of arranging type to make written language legible, readable, ad appealing when displayed.
Typeface The basic design of a character.
Serif Serif is the small extra stroke at the end of the main vertical and horizontal strokes of some letters, can be subtle or pronounced.
Sans Serif A typeface that does not have the small extra stroke at the end of some letters, hence it is "Sans Serif".
Ornamental Typeface used exclusively for decorative purposes, not used for body text.
Script Typeface based on the varied and fluid style of handwriting, used for things other than extended body text.
Symbol Typeface that contains a complete unaccented Greek alphabet and a selection of commonly used mathematical symbols.
Font The style, weight, and specific size applied to a typeface.
Monospaced A font which has the same amount of horizontal spacing between all letters.
Proportional A font in which different letters have different spacing.
Visual Hierarchy Arrangement of elements in a way that implies importance.
Text Size The vertical height of a character.
Text Style How the characters are presented: bold, italic, small caps, shadow.
Leading Vertical spacing between lines of text.
Kerning Horizontal spacing between pairs of letters.
Tracking Horizontal spacing between all the characters in a block of text
Lines A literal line, any size, shape, texture, pattern, direction.
Positive Space Length, width, depth of objects.
Negative Space White space, distance between objects.
Shapes 2-dimensional space, enhances publication. Can be geometric, organic, or abstract.
Geometric Triangles, squares, circles.
Organic Natural or man-made shapes.
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. Used for emphasis.
Texture Used to convey a sense of touch or feel.
Color Evokes emotion, can add or detract, can create movement and lead the eye.
Calming Colors Cool colors: blue, green, violet.
Exciting Colors Warm colors: red, orange, yellow.
Neutral Colors Beige, ivory, taupe, black, gray, white.
Color Harmony Choosing pleasing color combinations from a color palette.
Color Palette Selection of a large variety of colors.
Complementary Color Scheme Any 2 colors directly opposite each other on the color wheel.
Analogous Color Scheme Any 3 colors which are side by side on a 12 part color wheel.
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.
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.
Scale/Proportion The relationships between the sizes of various elements.
Dominance/Emphasis The first element the eye sees.
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.
Symmetrical Elements are centered or evenly divided both vertically and horizontally.
Asymmetrical Off-center alignment created with an odd or mismatched number of elements
Created by: wflanagan



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