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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 |
Created by:
AndersCrenshaw
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