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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 | makes it easier for the reader's eye to recognize the difference between letters more quickly. |
| Sans Serif | easier to read on monitor |
| Ornamental | Designed strictly to catch the eye |
| Script | Appear to have been written by hand |
| Symbol | a mark or character used as a conventional representation of an object |
| Font | The style, weight, and specific size applied to a typeface. |
| Monospaced | Each character takes up the same amount of horizontal |
| Proportional | The amount of horizontal space each character takes up varies |
| Visual Hierarchy | An arrangement of text in a graduated series to help reader scan and know where to enter and exit the text |
| Text Size | The vertical height of a character |
| Text Style | bold, italic, fill color, stroke color, shadow, small caps |
| 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 |
| Positive Space | length, width, and depth of objects |
| Negative Space | "white space"; distance between objects |
| Shapes | 2-dimensional space |
| Geometric | triangles, squares, circles |
| 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 |
| Texture | Used to convey a sense of touch or feel |
| Color | Evokes Emotion; Sets tone or mood |
| Calming colors | blue, green, violet |
| Exciting colors | red, orange, yellow |
| Neutral Colors | beige, ivory, taupe, black, gray, white, |
| Color Harmony | Create harmony by choosing pleasing color combinations from a color palette |
| Color palette | A palette with a lot of different colors |
| 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; a color's intensely |
| Balance | The arrangement of elements |
| Symmetrical | 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 from or swirl in a circular or spiral path |
| Contrast | Emphasizing the difference between 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; 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:
kamerens
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