Competency 1 Megan Dodson

Typography: the design of the characters and the way they are presented on the page.

4 Typefaces 1.Serif: attributes or strokes at the tips of the letters 2.Sans Serif: no attributes (serifs) at the tips of the letters. 3.Decorative/Ornamental: strictly to catch the eye 4.Script: Appear to have been written by hand with a calligraphy pen or brush

Lucida Font Family Lucida Bright Lucida Calligraph Lucida Console Lucida Fax Lucida Handwriting Lucida Sans Lucida Sans Typewriter Lucida Sans Unicode

Monospaced/Proportional Monospaced… This is my example of monospaced… Proportional… This is my example of Proportional…

Leading/Tracking/Kerning Leading… This is my example of leading… Tracking… This is my example of tracking… Kerning… This is my example of kerning…

6 Principles of Design Alignment Balance Contrast Proximity Repetition White Spaced

Balance Symmetrical- elements of the design are centered or evenly divided horizontally and vertically on the page Asymmetrical- off center alignment created with an odd or mismatched number Radial- elements radiate or swirl out from a center point

Placement Rule of Thirds  Optical Center  Z-pattern 

Five Elements of Design Lines Shapes Mass Texture Color Value

Red Violet  Yellow Green Complimentary Colors Red Violet  Yellow Green

Creating Color Monitors- created by mixing varying degrees of red, green, and blue light. Printers- In the four-color printing process, color is created by layering cyan, magenta, yellow and black ink.

Color Terms Hue- a color Tint- a hue plus white Shade- a hue plus black Saturation- the amount of the hue used Value- lightness or darkness of the hue Emotions evoked by colors Claiming colors- cool colors (blue, green, and violet) Exciting colors- warm colors (red, orange, and yellow)

Guides For Layouts Margin Guides Column Guides Ruler Guides

Labels! Reverse Text  Masthead  Kicker  Running header/footer  Rules Dropped Cap  Rules  Nameplate  Deck   Sidebar Pull-quote  Balloon  Jumpline   Rules

Labels!  Bleed Balloon   Byline Balloon  Art  End sign   Caption