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MAWD Leson 1.01
Understand Typography
| Term | Definition |
|---|---|
| Typography | the style, arrangement, and appearance of text |
| TypeFace | the basic design of a character |
| Serif | a type of typeface that has stroaks at the tips of the letters |
| Ornamental | a type of typeface that is designed strictly to catch the eye |
| Script | a type of typeface that appears to be written by hand |
| Symbol | a type of typeface that is used just for fun |
| Font | the style, weight, and specific size applied to a typeface |
| Monospaced | each character of a font takes up the same amount of horizontal space |
| Proportional | each character of a font takes up a different length of horizontal space |
| 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 | bold, italic, fill color, stroke, ect. |
| Leading | vertical spacing between the lines of text |
| Kerning | horizontal spacing between pairs of letters |
| Tracking | horizontal spacing between all the characters in a block of text |
| Lines | a continuous mark, can be any size, shape, texture, pattern or direction |
| Positive Space | the length, with, and depth of object |
| Negative Space | "white space", the distance between objects |
| Shapes | a two dimensional closed object |
| Geometric | shapes that are known, triangles, squares, circles |
| Organic | natural or or man-made shapes |
| Form | a third dimension added to a shape by showing shadows, tones, or color transitions |
| Mass | the size or the amount of space taken up by an object |
| Texture | used to convey a sense of touch or feel |
| Color | reflected light, sets a tone or mood |
| Calming Colors | or cool colors (blue, green, violet) |
| Exiting Colors | or warm colors (red, orange, yellow) |
| Neutral Colors | unify a design (beige, ivory, taupe, black, gray, and white) |
| Color Harmony | chousing pleasing color combinations from a color palette |
| Color Palette | a bunch of different colors grouped together |
| Complementary Color Scheme | any two colors directly opposite of each other on the color wheel |
| Analogous Color Scheme | any three colors that are grouped together on a 12 part color wheel |
| Monochromatic Scheme | uses variations in lightness and saturation in a single color |
| Hue | a lighter version of a color |
| Value | a shade of a color |
| Tint | a more greyer version of a color |
| Shade | a darker version of a color |
| Saturation | the amount of light a color absorbs |
| Balance | the arrangement of elements |
| Symmetrical | elements that are centered or evenly divided both vertically and horizontally |
| Asymmetrical | off center aliment created with an odd or michedmatched number of elements |
| Radial | the elements radiate or swirl in a circular or spiral path |
| Contrast | Emphasizing the difference between elements |
| Unity/Harmony | all the design elements are consistent in shape, style and color and consistent with the overall message |
| Scale/Proportion | the relationship between the sizes of various elements |
| Dominance/Emphasis | the first element the eye catches |
| Grids | the use of columns/rows in designs |
| Rule of Thirds | splitting up the image into thirds so you end up with nine equal squares |
| Optical Center | the spot the eye first sees |
| Z-Pattern | the pattern that the eye follows when scanning the page |
Created by:
Colin -19-
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