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MAWD lesson 1.01
Understand Typography
| Term | Definition |
|---|---|
| Typography | The style and appearance of printed matter |
| Typeface | A particular design of type (font) |
| Serif | a slight projection finishing off a stroke of a letter in certain typefaces |
| Sans Serif | A style of type without serifs |
| Ornamental | Designed to catch the eye |
| Script | Appear to have been written by hand, conveys formal mood |
| Symbol Typefaces | Fun Symbols |
| Font | The style weight and size of a typeface. |
| Monospaced | each character takes up the same amount of horizontal space |
| Proportional | The amount of horizontal space varies for each character |
| Visual Hierarchy | The order you read something based on the design of the font |
| Text Size | How large a text is |
| Text Style | The visual appearance of the text |
| 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 | Any kind of shape or pattern. can be straight or curved can be an organizational tool |
| Positive Space | Length, Width and Depth of objects |
| Negative Space | White or empty space between objects |
| Shapes | Two dimensional figures that enhance appearences |
| Geometric | Triangles squares and circles. Basic shapes |
| Organic | Natural and manmade shapes |
| Form | 3 Dimensional space added to objects using shadows. |
| Mass | amount of space taken up by an element |
| Texture | conveys a sense of touch or feel |
| Color | Sets a tone or mood |
| Calming Colors | relaxing like blue and green |
| Exciting Colors | warm colors like red and orange |
| Neutral Colors | bland like black white and gray |
| Color Harmony | a combination of pleasing colors |
| Color Palette | A combination of colors |
| Complementary Color Scheme | 2 colors combines that are across from each other on the color wheel |
| Analogous color scheme | any three colors side by side on the color wheel |
| Monochromatic Scheme | uses variations of brightness of a single color |
| Hue | a color |
| Value | brightness of a color |
| Tint | hue plus white |
| Shade | a hue plus black |
| Saturation | amount of hue used |
| Balance | The arrangement of elements |
| Symmetrical | elements are centered or evenly divided both vertically and horizontally |
| Asymmetrical | off center with a mismatch of elements |
| Radial | elements radiate from a swirl in a circular path |
| Contrast | Emphasizing difference between elements |
| Unity/Harmony | All design elements are consistent with each other and go together |
| Scale/Proportion | the relationship between the size of elements |
| Dominance/Emphasis | The first element the eye sees |
| Grids | The use of columns and rows in design |
| Rule of Thirds | Splitting an image up into 9 equal sections |
| Optical Center | the spot the eye first sees when it encounters something |
| Z-pattern | The pattern the eye fallows on a page |
Created by:
allpack2
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