Copy

The written information that accompanies a design.

More terms you might want to know

Hue

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

Conversion Rate

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

Crop Marks

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

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.

Vertex

The meeting point where two lines cross.

Diary Study

A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

Brand Identity

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.

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.

Character

A letter, symbol, or another alphabet unit.

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