Body Copy

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

More terms you might want to know

Pilcrow

Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "ΒΆ".

Isolation Effect

A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.

Interaction Design

The design of the interaction between users and products. Interaction design is focused on creating products that enable the user to achieve their objective(s) in the best way possible.

Web Page Elements

A textual or graphical component in a web page.

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Tittle

The typographic term for the dot above the letters 'i' and 'j'.

Infinite Scroll

Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.

Icon

A small picture or design that represents an idea, function, or some other type of visual concept. For example, in computer graphics and web development, an icon is a pictorial representation of a program or file type.

Slab Serif

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

Emblem

A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.

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