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MAWD Lesson 1.01
Understand Typography, design principles and elements
Term | Definition |
---|---|
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 |