Body Copy

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

More terms you might want to know

Tracking

The adjustment of all characters in a line by moving them closer together or farther apart.

Repetition

The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities

Debossing

A design or decoration impressed into the surface of a material.

Widow

The last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.

Storyboard

A graphical representation of a scenario, usually created and presented in sequence.

Dark Pattern

A type of user interface design carefully crafted to trick people into doing things they might not want to do.

Web Page Elements

A textual or graphical component in a web page.

A/B Testing

A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

Baseline

An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.

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