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MAWD Lesson 1.01

understanding typography

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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