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Principle of Design

STUDY
PLAY
Desktop Publishing
Involves using a desktop computer and publishing software to create documents for publication
typography
refers to the style and arrangement or appearance of text
typeface
the basic design of a character
serif
attributes or strokes at the tips of the letters called serifs; Used for body text in printed publications
sans serif
There are no attributes (serifs) at the tips of the letters; Used for very large or very small text and for digital display
Ornamental or Decorative
Designed strictly to catch the eye; Used for decoration
Script
Appear to have been written by hand with a calligraphy pen or brush; used for invitations
font
the specific size, weight and style applied to a typeface
font style
refers to the slant, weight and special effects applied to the text
font family
the different sizes, weights and variations of a typeface
monospaced typeface
Each letter takes up the same amount of space regardless of the letter size
Proportional Typefaces
The amount of space each character takes up is adjusted to the width of that character
Leading
The vertical spacing between lines of text
Kerning
Horizontal spacing between pairs of letters
Tracking
Horizontal spacing between all of characters in a large block of text
Alignment
Visual relationship between all of the elements in a layout, even if the elements are far apart
Symmetrical Balance
Elements of the design are centered or evenly divided both vertically and horizontally
Asymmetrical Balance
Off-center alignment created with an odd or mismatched number of elements
Radial Balance
With radial designs the elements radiate from or swirl around in a circular or spiral path
Contrast
The use of big and small elements, black and white text, squares and circles
Proximity/Unity
Grouping elements to demonstrate their relationship to each other
Repetition/Consistency
Repeat some aspect of the design throughout the entire layout
White Space
Negative or space empty of any color
Rule of Thirds and Grids
Using imaginary grids to visually divide the page into thirds vertically and/or horizontally and placing most important elements within those thirds
Optical Center and Z-Pattern
the spot the eye first sees when it encounters a page; the pattern eye follows when scanning a page
Lines can:
organize, create movement, connect, seperate, provide texture, convey a mood, define shapes, provide emphasis, provide a frame
Geometric shapes
triangles, squares, circles
Natural shapes
leaves, flower petals
Abstract shapes
a blend of geometric and natural shapes.
color can be used to:
evoke emotion, add/detract attention, create movement, lead the eye
Color palette
a chart used to choose colors
Complimentary colors
colors that look good when used together
RGB
red, green, blue
hexadecimal
what RGB is expressed as on web pages
CMYK
Cyan, Magenta, Yellow and Black
Hue
a color
Shade
a hue + black
Tint
a hue + white
Saturation
the amount of the hue used