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MAWD lesson 1.01

Understand Typography

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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