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MAWD Lesson 1.01
Understand Typography
| Term | Definition |
|---|---|
| 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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