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MaWD Lesson 1.01
Design Principles and Elements
| Term | Definition |
|---|---|
| Typography | the style, arrangement, and appearance of text |
| Typeface | the basic design of a character |
| Serif | have strokes at the tips of letters |
| Sans Serif | do not have strokes at the tips of letters |
| Ornamental | designed to catch the eye and are used only for decoration |
| Script | text that appears to have been written by hand |
| Symbol | text that is just symbols, used purely just for fun |
| Font | the style, weight, and specific size applied to a typeface |
| Monospaced | each character takes up the same amount of horizontal space |
| Proportional | the amount of space a character takes up varies |
| 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 | the vertical height of a character |
| Text Style | text features like 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 the character 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 | the distance between objects |
| Shapes | 2-dimensional space |
| Geometric | triangles, squared, circles |
| Organic | natural or man-made shapes like leaves or 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 sense of feeling |
| Color | sets the tone or mood of a picture, can also be used to create movement |
| Calming colors | blue, green, violet |
| Exciting colors | red, orange, yellow |
| Neutral colors | beige, ivory, taupe, black, gray, white |
| Color Harmony | pleasing color combination |
| Color palette | a wide selection of colors |
| Complementary color scheme | any 2 colors directly opposite each other on the color wheel |
| Analogous color scheme | any three color 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 hue used |
| Balance | the arrangements of elements |
| Symmetrical | elements are 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 | when all of the design elements are correctly used and consistent with each shape, style, and color |
| Scale/Proportion | the relationships between the sizes of various elements |
| Dominance/Emphasis | the first element the eyes sees |
| Grids | the use of columns and 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:
MerritH
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