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MAWD Lesson 1 Vocab

Understand Typography, Multiuse Design, Principles and Elements

TermDefinition
Typography The style, arrangement, and appearance of text.
Typeface The basic design of a character.
Serif Typeface; Have strokes at the tips of the letters, Easier to read for printed body text.
Sans Serif Typeface; Have no strokes at the tips of the letters.
Ornamental Typeface; Designed strictly to catch the eye.
Script Typeface; Appear to have been written by hand, should never be keyed in all caps. Formal mood.
Symbol Just for fun.
Font The style, weight, and specific size applied to a typeface.
Monospaced Typeface Spacing; Each character takes up the same amount of horizontal space.
Proportional Typeface Spacing; The amount of horizontal space 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 How big or small the text is.
Text Style How the text looks like.
Leading Vertical spacing between the lines of text.
Kerning Horizontal spacing between pairs of letters.
Tracking Horizontal spacing between all the characters in a large block of text.
Lines Can be any size, shape, texture, pattern or direction. Can be straight or curved.
Positive Space Length, width, and depth of objects.
Negative Space "white space;" The distance between objects.
Shapes 2-dimensional space. Enhances a publication.
Geometric Triangles, squares, circles.
Organic Natural or man-made shapes. Leaves, flowers, cars.
Form 3-dimensional space added to objects by the addition of shadows, tone, or color transitions.
Mass The size or amount of spake taken up by an element.
Texture Used to convey a sense of touch or feel.
Color Evokes emotion; Sets tone or mood.
Calming Colors Blue, green, violet
Exciting Colors Red, orange yellow
Neutral Colors Beige, ivory, taupe, black, gray, white
Color Harmony Create harmony by choosing pleasing color combinations from a color palette.
Color palette An amount of related colors grouped together.
Complementary color scheme Any 2 colors directly opposite each other on the color wheel,
Analogous color scheme Any three colors which are side by side on a 12 part color wheel.
Monochromatic scheme Uses variations in lightness and saturation of a single color.
Hue A color.
Value The brightness of a color.
Tint A hue plus white.
Shade A hue plus black.
Saturation The amount of the hue used; a color's 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.
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 relationships between the sizes of various elements.
Dominance/Emphasis The first element the eyes sees; the focal point.
Grids The use of columns/rows in 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: Griffin.Rose
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