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MAWD 1.01
Understand typography
| Term | Definition |
|---|---|
| Typography | The style, arrangement, and appearance of text |
| Typeface | The basic design of a character |
| Serif | Characters with attributes on the tips called serifs |
| Sans Serif | Characters who do not have attributes |
| Ornamental/Decorative | Designed strictly to catch the eye |
| Script | Appear to have been written by hand |
| Font | The style, weight, and specific size applied to a typeface |
| Font style | The slant, weight, or special effect of a character |
| Monospaced | Each character takes up the same amount of space |
| Proportional | The amount of horizontal space each character takes up varies |
| Leading | Vertical spacing between lines of text; also called line spacing. |
| Kerning | Horizontal spacing between all the characters in a large block of text |
| Tracking | Space between lines |
| Lines | Used to organize information, simulate movement, lead the eyes and enhance the design |
| Positive Space | Length, width, and depth of objects |
| Negative Space | "White space"; the distance between objects; gives the object breathing room |
| Shapes | 2-dimensional space; used to enhance a publication |
| Geometric | Square, triangle, circle |
| 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 "visual" sense of feel |
| Color | Can be used to evoke emotion |
| Calming Colors | Cool colors such as blue, green and violet |
| Exciting Colors | Warm colors such as red, orange, and yellow |
| Neutral Colors | White, grey, black, brown |
| Color Harmony | A visually-pleasing arrangement of colors |
| Color palette | A chart used to choose colors |
| Complementary Color Scheme | Any two colors directly opposite of each other on the color wheel |
| Analogous Color Scheme | Any three colors which are side by side on a 12-part color wheel |
| Monochromatic Color 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 intensity |
| Balance | Determined by how the elements are arranged |
| Symmetrical | Elements of the design are centered or evenly divided horizontally and vertically on a page |
| Asymmetrical | Off-center alignment created with an odd or mismatched number of elements |
| Radial | Elements radiate or swirl out from a central point |
| Contrast | Emphasizing the difference between two 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 | Visually dividing the layout into columns and/or rows |
| Rule of Thirds | Visually dividing the page into thirds vertically and horizontally and placing the most important element along a line or where the lines intersect |
| Optical Center | The spot that the eye sees when it first encounters a page. It is slightly above and to the right of the mathematical center of the page |
| Z-Pattern | The visual path the eye follows when looking at a printed page |
Created by:
BenBT
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