Call to action (CTA / C2A)

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

More terms you might want to know

KPI

A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.

Lorem Ipsum

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

Aperture

The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.

User Scenario

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

Slab Serif

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

Complementary Colours

Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.

Crop Marks

Also called trim marks, are markings on artwork that tells the printer where to cut the page.

Shade

The relative lightness or darkness of a hue.

Type Properties

The attributes of a typeface. Type properties include weight, width, colour and x-height.

Pixel-perfect

A phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.

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