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MAWD Lesson 1.01
Understand Typography
| Term | Definition |
|---|---|
| Typography | Style, arrangement and appearance of text |
| Typeface | Basic design of a character |
| Serif | Contain strokes at tips of the letters, easier to read for body text |
| Sans Serif | Simpler than serif, no strokes |
| Ornamental | Designed to catch the eye, never to be used in body text |
| Script | Appear to have been written by hand, never in all caps |
| Symbol | Similar to emojis, represent various objects and concepts as pictures |
| Font | Style, weight and size of a typeface |
| Monospaced | Each character takes up the same amount of space |
| Proportional | Horizontal and vertical sizes differ between letters |
| Visual Hierarchy | Text arranged in a graduated series to assist with reader comprehension |
| Text Size | Vertical height of a character |
| Text Style | bold, italics, etc |
| Leading | Vertical spacing between lines of text |
| Kerning | Horizontal spacing between pairs of letters |
| Tracking | Horizontal spacing between all characters in a text |
| Lines | Can be any size, shape or pattern |
| Positive Space | Length, width and depth of objects |
| Negative Space | blank, "white space" between objects |
| Shapes | 2-dimensional spaces that can enhance a document |
| Geometric | Basic shapes; squares, triangles and circles |
| Organic | Natural or man-made shapes; cars, leaves |
| Form | 3-dimensional space added to objects using shadows or tone |
| Mass | Size or amount of space used by an object |
| Texture | Conveys a sense of touch or feel |
| Color | Evokes emotion, sets tone or mood |
| Calming Colors | "cool" colors; blue, green, purple |
| Exciting Colors | "warm" colors; red, orange, yellow |
| Neutral Colors | Unify a design; beige, black, white, gray |
| Color Harmony | Pleasing color combinations |
| Color Palette | Group of colors used in a document |
| Complementary Color Scheme | Any two colors opposite each other on a color wheel |
| Analogous Color Scheme | Any three colors next to each other on a twelve-color wheel |
| Monochromatic Scheme | Uses variations in lightness and saturation on a single color |
| Hue | Color |
| Value | Brightness of a color |
| Tint | Hue plus white |
| Shade | Hue plus black |
| Saturation | Amount of hue used, intensity of a color |
| Balance | Arrangement of elements |
| Symmetrical | Centered or evenly divided |
| Asymmetrical | Off-center, odd or mismatched numbers of elements |
| Radial | Elements form a circular or spiral path |
| Contrast | Emphasizes differences between elements |
| Unity/Harmony | All design elements are consistent with each other |
| Scale/Proportion | Relationships between sizes of various elements |
| Dominance/Emphasis | Focal point of what the reader sees |
| Grids | Use of columns and/or rows |
| Rule of Thirds | Splitting an image into thirds horizontally and vertically, ending up with nine equal sections |
| Optical Center | What the eye first sees when it first looks at a page |
| Z-Pattern | Pattern that the eye follows while reading a page |
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