Body Copy

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

More terms you might want to know

Empathy Map

A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.

Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.

Flat Design

A design style first introduced by Microsoft Design Language based on minimalism and simplicity. This newer trend focuses on reducing nonsensical designs and makes the content more accessible for all users.

In this way of designing, fewer elements are used to create shapes and less emphasis on gradients and textures. This modern trend moves away from skeuomorphism. Instead, it focuses on a realistic view or illustration with buttons and icons appearing flat with no shadows.

Load More Scrolling

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

Soft Return

Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.

Gradient

A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

TIFF File

A Tagged Image File Format is a file format for storing images losslessly.

Avatar

A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.

Breadcrumb Navigation

Typically used on the internet or web pages to provide easily accessible navigation for users. Typically, the breadcrumb navigation appears along the top of a webpage or at other locations on a webpage so that users can know where they are on a site quickly and efficiently.

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.

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