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MAWD Lesson 1.01

Understand Typography, design principles and elements

Typography The style, arrangement, and appearance of text
Typeface The basic design of a character
Serif Have strokes at the tips of the letters.
Sans Serif Letter that don't have strokes at the tips
Ornamental Designed strictly to catch the eye, used for decoration.
Script Appear to have been written by hand
Symbol Images that portray words
Font The style, weight, and specific size applied to a typeface
Monospaced Each character takes up the same amount of horizontal space.
Proportional The amount of horizontal space each character takes up varies
Visual Hierarchy An arrangement of text in a graduated series to help readers scan and know where to enter and exit the text
Text size The size of the text
Text style The style or design of text
Leading Vertical spacing between lines of text
Kerning Horizontal spacing between pairs of letters
Tracking Horizontal spacing between all characters in a large block of text
Lines Can be any size, shape, texture, pattern or direction, straight or curved
Positive Space Length, width, and depth of objects
Negative Space Distance between objects
Shapes A 2-dimensional space, enhances a publication
Geometric Triangles, squares, circles, etc.
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 or touch or feel
Color Evokes emotion, sets tone or mood, sets the theme, can add or detract, can create movement and lead the eye
Calming Colors Blue, green, violet
Exciting colors red, orange, yellow
Color Harmony Create harmony by choosing pleasing color combinations from a color palette
Color palette The selection of colors available to you
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, aka a color's intensity
Balance The arrangement of elements
Symmetrical Elements are centered or evenly divided both vertically and horizontally
Asymmetrical Off-center alignment created with an odd or mismatched number of elements
Radial The elements radiate form or swirl in a circular of spiral path
Contrast Emphasizing the difference between elements, creates interest and excitement
Unity/Harmony All of the design elements are consistent with each other in shape, style and color and consistent with the overall message
Scale/Proportion The relationships between the sizes of various elements
Dominance The first element the eye sees, the focal point
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
Created by: AndersCrenshaw



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