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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

Created by: 93858681

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MAWD Lesson 1.01

understanding typography

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