Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

More terms you might want to know

PNG Image

A PNG (Portable Network Graphics) file is a bitmap image format that has been designed to store images with an alpha channel. This format is primarily used for transparency so that it can be placed over other graphics in many design applications.

x-height

The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.

User Scenario

An example of a typical user and the actions they take. Typically these are written in the form of a story.

Point Size

A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Placeholder Text

Text that is used to fill in a gap in a document.

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

Mood board

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Opacity

The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.

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