| A | B |
|---|
| Typeface | the basic design of a character |
| Serif | characters have serifs or strokes on the tips |
| Sans Serif | so the characters do not have strokes on the tips |
| Ornamental | artsy typefaces; known for their elaborate features and unique design |
| Script | characters appear to have been written by hand |
| Symbol | uses decorative pictures or symbols instead of characters |
| Font | specific size, weight, and style applied to a character |
| Typography | style, arrangement, and appearance of text |
| Monospaced | all characters receive an equal amount of horizontal space regardless of the size of the character. |
| Proportional | all characters receive a different amount of horizontal space based on the size of the character. |
| Usability and Readability Considerations | Font choice has an impact on a design’s effectiveness |
| Visual Hierarchy | an arrangement of text in a graduated series to help readers scan and know where to enter and exit the text |
| Medium | the intended output, whether digital or in print |
| Leading | vertical spacing between of lines of text |
| Kerning | horizontal spacing between pairs of letters |
| Tracking | horizontal spacing between all the characters in a large block of text. |
| Lines | used to organize information, simulate movement, lead the eyes and enhance a design. |
| Shapes | 2-deminsional space; used to enhance a publication |
| 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 | used to convey a “visual” sense of feel |
| Color | can be used to evoke emotion |
| Color themes | used to set a tone or mood for the publication |
| 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. |
| RGB | how colors are expressed on a monitor |
| CMYK | how colors are expressed on a printer |
| Color Matching | the process of matching the colors produced on the computer screen to the colors that can be printed on paper |
| Tint | a hue plus white |
| Shade | a hue plus black |
| Balance | determined by how elements are arranged |
| Symmetrical | elements of the design are centered or evenly divided horizontally and vertically on a page. |
| Asymmetrical | off-center alignment created with an odd or mismatched number of elements. |
| Contrast | emphasizing the difference between two 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 eye sees; the focal point |
| Grids | visually dividing the layout into columns and/or rows |
| Rule of Thirds | visually dividing the page into thirds vertically and horizontally and placing the most important element along a line or where the lines intersect |
| Optical Center | the spot that the eye sees when it first encounters a page. It is slightly above and to the right of the mathematical center of the page. |
| Z-pattern | the visual path the eye follows when looking at a printed page |
| Systems Approach | The process of a design project that involves preliminary research and collaborative planning before design can begin |
