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MAWD Lesson 1.01
Understand Typography
| Term | Definition |
|---|---|
| Typography | Style, arrangement, and appearance of the text. |
| Typeface | The basic design of a character |
| Serif | The characters have serifs or strokes on the tips |
| Sans Serif | The characters do not have tips |
| Ornamental | Typefaces with elaborate features and unique designs |
| Script | The characters appear to be hand written |
| Symbol | Use decorative pictures or symbols instead of characters |
| Font | A specific weight, and style for a character |
| Monospaced | Style applied to text characters such as italics, bold, underline, shadow, etc |
| Proportional | All the characters receive the same amount of horizontal space regardless of the size of the character |
| Visual Hierarchy | All characters receive a different amount of horizontal space based on the size of the character |
| Text Size | An arrangement of text in a graduated series to help readers scan and know where to enter and exit the text |
| Text Style | Should be limited to 2 or 3 fonts |
| Leading | Vertical spacing between lines of text |
| Kerning | Horizontal spacing between pairs of letters |
| Tracking | Horizontal spacing between |
| Lines | Used to organize information, simulate movement, lead the eyes and enhance a design |
| Positive Space | Length, width, and depth of objects |
| Negative Space | "White Space"; the distance between objects |
| Shapes | 2 dimensional space used to enhance a publication |
| Geometric | Square, triangle, circle |
| Organic | Natural or manmade objects such as leaves, tress, and cars |
| Form | 3 dimensional space added to objects by addition of shadows |
| 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 | Cool colors |
| Exciting colors | Warm colors |
| Neutral colors | Beige, Ivory, or Black |
| Color Harmony | Visually pleasing arrangement of colors |
| Color palette | Chart used to choose 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 |
| Monochromatic scheme | Uses variations in lightness and saturation of a single color |
| 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 |
| 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 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 |
| Scale/Proportion | The relationship between the sizes of various elements |
| Dominance/Emphasis | The first element the eye sees |
| Grids | Visually dividing the layout into columns and/or rows |
| Rule of Thirds | Visually dividing the page into thirds vertically and horizontally and placing the most important elements along a line |
| Optical Center | The spot that the eye sees when it first encounters a page |
| Z-pattern | The visual path the eye follows when looking at a printed page |
Created by:
skylerpointer
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