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MAWD Lesson 1 vocab
Understand Typography
| Term | Definition |
|---|---|
| Typography | the style, arrangement, and appearance of text |
| Typeface | the basic design of a character |
| Serif | a font style that has strokes at the tips of letters, typically easier to read for printed body text |
| Sans Serif | a font style that does not have strokes at the tips of letters, typically easier to read for printed body text |
| Ornamental | typefaces designed strictly to catch the eye |
| Script | typefaces that appear to have been written by hand |
| Symbol | a font that is composed of non alphabetic characters and/or graphics |
| Font | the style, weight, and specific size applied to a typeface |
| Monospaced | when the amount of horizontal space that each character takes up is the same. |
| Proportional | when the amount of horizontal space that each character takes up varies |
| 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 size of characters measured in unites called points |
| Text Style | specifies the attributes of a text including the font, size, line spacing, alignment, and color |
| Leading | vertical spacing between lines of text |
| Kerning | horizontal spacing between pairs of letters |
| Tracking | horizontal spacing between all the characters in a large block of text |
| Lines | element of design that can be any size, shape, texture, pattern, or direction |
| Positive Space | length, width, and depth of objects |
| Negative Space | "white space" , or the distance between objects |
| Shapes | 2 dimensional space |
| Geometric | triangles, squares, circles. |
| Organic | natural or man-made shapes |
| 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 | use to convey a sense of touch or feel |
| Color | |
| Calming colors | |
| Exciting colors | |
| Neutral colors | |
| Color Harmony | |
| Color palette | |
| Complementary color scheme | |
| Analogous colors scheme | |
| Monochromatic scheme | |
| Hue | |
| Value | |
| Tint | |
| Shade | |
| Saturation | |
| Balance | |
| Symmetrical | |
| Asymmetrical | Off-center alignment created with odd or mismatched number of elements |
| Radial | the elements radiate from or swirl in a circular or spiral path |
| Contrast | Emphasizing the difference between 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 relationship between the sizes of various elements |
| Dominance/Emphasis | the first element the eye sees; the focal point |
| Grids | the use of columns/rows in a design |
| 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 when scanning a page |
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