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MAWD Lesson 1 vocab

Understand Typography

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
Calming colors
Exciting colors
Neutral colors
Color Harmony
Color palette
Complementary color scheme
Analogous colors scheme
Monochromatic scheme
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
Created by: ctsasa



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