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MAWD Lesson 1.01
understanding typography
| Term | Definition |
|---|---|
| Typography | The design of the characters and the way they are represented on the page. |
| Typeface | the basic design of a character |
| Serif | letters that have attributes on the tips that add weight and dimension |
| Sans Serif | Letters that do not have attributes (serifs) on the tips. |
| Ornamental | design strictly to catch the eye |
| script | Typefaces that appear to have been written by hand, with a calligraphy pen, or a brush; should never be used to key in all caps. |
| symbol | uses decorative picture or instead of characters |
| font | A specific size, weight, and style applied to a character (letter, number, symbol). |
| Monospaced | all characters receive an equal amount of space regardless of the size of the character. |
| proportional | All characgters receive a different amount of horizontal space based on the size of the character. |
| 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 | |
| leading | vertical spacing of text lines |
| kerning | horizontal between pairs of letters |
| tracking | Horizontal spacing between all the characters in a large block of text. |
| lines | used to organize information, simulate movement, lead the eyes, and enhance an design |
| positive space | length, width and depth of an object |
| negative lines | "white space"; the distance between objects; gives a design breathing room |
| shapes | 2-dimensional space; used to enhance a publication |
| geometric | square, triangle, circle |
| organic | natural or man-made objects such as leaves, trees, and cars |
| 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 |
| texture | used to convey a "visual" sense of feel |
| color | can be used to evoke emotion |
| calming colors | blue, green, violet Considered calming |
| exiting colors | red, orange, yellow considered exiting |
| neautral colors | beige, ivory, taupe, black, gray, white Unify a design |
| color harmony | a visually-pleasing arrangement of colors |
| color palette | refers to the full range of colors that can be displayed on a device screen |
| Complementary color scheme | any 2 colors directly opposite each other on the color wheel Examples: Red/Green, Purple/Yellow |
| Analogous color scheme | any three 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 | a brightness of a color |
| tint | a hue plus white |
| shade | a hue plus black |
| saturation | the amount of the hue used; a color's intensity |
| 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 or mismatched 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 in shape, style and color and consistent with the overall message |
| scale/proportion | the relationships 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 element along a line or where the lines intersect |
| optical center | the spot that the eye sees when it first encounters a page. It is slightly above and to the right of the mathematical center of the page. |
| Z-patterns | the visual path the line follows when looking at a printed page |
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