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MAWD Lesson 1.01

Understand Typography

Typography The style arrangement and appearance of text.
Typerface The basic design of a character
Serif A slight projection finishing off a stroke of a letter in certain typefaces
Sans Serif A category of typefaces that don't use serifs, small lines at the end of characters
Ornamental Designed strictly to catch the eye
Script Based upon the varied and often fluid stroke created handwriting
Symbol A common unit of measurement in typography
Font The style of characters
Monospaced A typeface in which each character is given the same width
Proportional A font in which different characters have different pitches or a fixed pitched font
Visual Hierarchy Tells you where to look and what things on the screen or printed page are most important
Text Size The size of font often measured in points
Text Style A design for a set of characters
Leading The distance between two baselines of line of type.
Kerning The process of adjusting the spacing between character in a proportional font.
Tracking Letter spacing
Lines Where most letters sit and below descends extend
Positive Space The focus of the image, the object
Negative Space The space between, within and surrounding an object in an image
Shapes How we read
Geometric Influence the construction of the typefaces
Organic Natural or normal typography
Form Arrangement and appearance of the letters, numbers, and symbols
Mass The weight of something in a typeface
Texture The way that characters look in a typeface
Color The relative lightness or darkness of a block of text
Calming Colors Colors that help you clam down
Exciting Colors Colors that are more exiting
Neutral Colors Colors that don't have much depth to them
Color Harmony Aesthetically pleasing combinations of colors
Color Palette A full range of colors that can be dispalyed on a screen or other interface
Complementary color scheme Colors that are opposite of each other on the color wheel
Analogous Color scheme Colors that are next to each other on the color wheel
Monochromatic scheme Colors that are similar to each other
Hue A color and a shade of a color
Value Lightness or darkness of tones or colors
Tint A mixture of a color with white
Shade A mixture of a color with black
Saturation The intensity of a color in an image
Balance Sense of distribution of precieved visual weights
Symmetrical Balance refers to balance that is achieved by arranging elements on either side of the center
Asymmetrical Balance is a design that looks balanced despite a lack of symmetry
Radical Self explanatory in a sense a change
Contrast The arrangement of opposite elements
Unity/Harmony The quality of how the visual elements are working together in a composition
Scale/Proportion Refers to the size of an object
Dominance/Emphasis The clear prevalence of a single element
Grids A visual structure that lies at the heart of content
Rule of Thirds Helps build drama and interest in a piece
Optical Center A place where a viewer eye spends most of the time
Z-pattern Readers will start in the top and move horizontally and then diagonally
Created by: mnchance



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