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MAWD Lesson 1.01

Understand Typography

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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