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MaWD Lesson 1.01
| Term | Definition |
|---|---|
| Typography | the style, arrangement, and appearance of a text |
| Typeface | the basic design of a character |
| Serif | have strokes at the tips of the letters, easier to read for printed body text |
| Sans Serif | have no strokes at the tips of the letters; easier to read for digital body text |
| Ornamental | designed strictly to catch the eye, should be used sparingly, can be hard to read, used for decoration, should never be used in body text |
| Script | appear to have been written by hand, should never be keyed in all caps, conveys a formal mood |
| Symbol | just for fun, can replace words |
| Font | the style, weight and specifc size applied to a typeface |
| Monospaced | each character takes up the same amount of horizontal space |
| Proportional | the amount of horizontal space each character takes up varies, better for body text |
| 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 units called points (pts) |
| Text Style | the style of characteres |
| Leading | vertical spacing between lines of text |
| Kerning | horizontal spacing between two letters |
| Tracking | horizontal spacing between all characters in a large block of text |
| Lines | can be any size, shape, texture, pattern or direction; can be straight or curved; can organize; can create movement; can connect; can seperate; can provide texture; can convey a mood or emotion; can define shapes; can provide emphasis or a frame |
| Positive Space | length, width, and depth of objects |
| Negative Space | "white space"; the distance between objects; necessary to avaoid clutter; gives a design breathing room |
| Shapes | 2-dimensional space; enhance a publication |
| Geometric | kind of shapes, f.e. triangles, squares, circles |
| Organic | natural or man-made shapes; fe. leaves, flowers, cars |
| Form | 3-dimensional space added to objects by the addition of shadows, tone or tansitions |
| Mass | the size or amount of space taken up by an element; used for emphasis |
| Texture | used to convey a sense of touch or feel |
| Color | evokes emotion, sets tone or mood, can add or detract, can create movement and lead the eye |
| Calming colors | cool colors -> blue, green, violet |
| Exciting colors | warm colors -> red, orange, yellow |
| Neutral colors | Unify a design -> beige, ivory, taupe, black, gray, white |
| Color Harmony | created by choosing pleasing color combinations from a color palette |
| Color palette | refers to the full range of colors that can be displayed on a device screen or other interface, or in some cases, a collection of colors and tools for use in paint and illustration programs |
| Complementary color scheme | any 2 colors directly opposite each other on the color weel -> red/green, purple/yellow |
| Monochromatic scheme | uses variations in lightness and sturation of a single color, produces a smoothing effect, easy on the eyes, however can be difficult to highlight important elements |
| 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; a color intensity |
| Balance | the arrangement of elements |
| Symmetrical | Elements are centered or evenly divided both vertically and horizontally |
| Asymmetrical | Off-center alignment created with an 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, creates interest and excitement |
| Unity/Harmony | All of the design elements are consistent with each other in shape, style, style and color and consistent with the overall message |
| Scale/Proportion | the relationships between the sizes of various elements, creates visual impact and aids readability |
| Dominance/Emphasis | the first element the eye sees; the focal point, gets the viewer's attention, assure the viewer starts in the correct order |
| Grids | the use of columns/rows in design, used frequently in print and web design |
| Rule of Thirds | splitting an image or design into thirds, so you end up with 9 equal sections, Place the focal point along a line or where the lines intersect |
| Optical Center | the spot the eye first sees when it encounters a page; slightly above and to the right of the actual center; place the most important design elements here. |
| Z-pattern | the pattern the eye followshen scanning a page; place important elements along the Z-Pattern |
| personality | Font choice should convey the meaning or personality that matches the purpose of the design |
| font choice | should be limited to 2-3 fonts, do not mix 2 fonts from the same category should consider the taret audience |
| readability | Consider the target audience |
| abstract | kind of shapes, a blend of both, geometric and organic |
| Analogous color sheme | any three colors which are side by side on a 12 part color wheel -> yellow-green, yellow, and yellow-orange |
| color on monitors | measured in RGB (-red, green, blue), eachcolor is assigned a number between 0 and 255. (255,255,255 = black); additive color-as color, or light is added the result gets lighter |
| color and printers | Printers use a color model called CMYK (-cyan, magenta, yellow, black), they are based on percentages (if each is set to 100%, the color is black), Subtractive color - as color is added, the result gets darker |
| color matching | matching the printed ink color to the color displayed on the monitor |
| step 1 of the system approach | Collect information: Audience? Goal of the Design? Technical requirements? Budget? Deadlines? |
| step 2 of the system approach | Develop a plan: might include written proposal, price quote, costumer contract, developement of a design team, detailed action plan |
| step 3 of the system approach | Brainstorm: find inspiration in books, magazines, museums, and unwinding, resaerch similar/competing designs, sketch out ideas |
| step 4 of the system approach | Experiment: keep original goal in mind, experiment with a few different design options to show the client, experiment with fonts, color shemes, graphics |
| step 5 of the system approach | Proofread: Have others in thedevelopement team to proofread the design, no client will want a product with spelling or grammatical errors |
| step 6 of the system approach | Revise: Collaborate with the client for feedback, revise the esign over and over again, if necessary |
| step 0 of the system approach | Planing: Design is a process that involves preliminary research and collaborative planning before it can begin. |
Created by:
aullrich
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