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MaWD Lesson 1.01
Understanding Typography
| Term | Definition |
|---|---|
| Typography | The style, arrangement and appearance of text |
| Typeface | The basic design of a character |
| Serif | A typeface with strokes at the end of the letters |
| Sans Serif | A regular type face |
| Ornamental | A typeface designed mainly to catch someone's eye, it should never be used in body text and can be hard to read |
| Script | Typeface that looks like it has been written by hand |
| Symbol | Typeface used for fun, (icons, emojis) |
| Font | The style, weight and size of a typeface |
| Monospaced | Each character takes up the same amount of horizontal space |
| Proportional | The amount each character takes up changes due to what letter it is |
| Visual Hierarchy | A way for readers to see when they can enter and exit a text using changes in font and typeface |
| Text Size | How big a character is |
| Text Style | The design of the character (bold, italic, fill color, stroke color, shadow, small caps) |
| Leading | Vertical spacing between lines of text (single spaced, double spaced) |
| Kerning | Horizontal spacing between pairs of letters, used to make text more visually appealing |
| Tracking | Horizontal spacing between all the characters in a large block of text |
| Lines | Can be straight or curved, be any design and be used for many things |
| Positive Space | Length, width and depth of objects |
| Negative Space | The distance between objects |
| Shapes | A 2-Dimensional space |
| Geometric | Triangles, Squares and Circles |
| Organic | Natural or Manmade shapes (Leaves, Flowers, Cars) |
| Form | The use of shadows and tone to make 3-Dimensional shapes |
| Mass | The amount of space taken up by an element |
| Texture | Used to convey a sense of touch or feel |
| Color | Evokes emotion and can bring it attention |
| Calming Colors | Considered Calming (Blue, Green, Violet) |
| Exciting Colors | Considered Exciting (Red, Orange, Yellow) |
| Neutral Colors | Unify a Design (Beige, Black, Gray, White) |
| Color Harmony | Color combinations that bring harmony and look well together |
| Color Palette | A large group of colors you can choose from |
| Complementary Color Scheme | Any 2 colors directly opposite each other one the color wheel |
| Analogous Color Scheme | Any colors, side by side on a color wheel |
| Monochromatic Scheme | Different variations of the same color |
| Hue | A color |
| Value | The brightness of a color |
| Tint | A hue plus white |
| Shade | A hue plus black |
| Saturation | The amount of a hue used, the colors intensity |
| Balance | The arrangements of elements |
| Symmetrical | Elements are centered or both evenly divided between horizontal and vertical |
| Asymmetrical | Off center alignment with an odd or uneven number of elements |
| Radial | the elements radiate or align in a circle |
| Contrast | Emphasizes the difference between elements |
| Unity/Harmony | All the design elements are consistent with each other in font and the overall message |
| Scale/ Proportion | The relationships between the sizes and various elements |
| Dominance/Emphasis | The first element the eye sees, the focal point |
| Grids | The use of columns and rows |
| 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 while scanning a page |
Created by:
emhaag
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