Ellipsis

Also known as a suspension point, is a series of dots (…) that is used either as a substitute for some text that has been omitted from a sentence or when the author does not wish to pause in their writing.

More terms you might want to know

Die Cut

A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.

Masthead

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

PPI

PPI stands for Point Per Inch. PPI is the number of dots per inch in a printer's resolution or the number of pixels per inch in a monitor's screen resolution. The more PPI, the higher your image quality will be as it becomes sharper and clearer. The lower your PPI, the lower your image quality will be, and the more likely you'll see individual pixels in an image.

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".

Hick's Law

A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.

Close-Crop

Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Serial Position Effect

A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.

Lettermark

A symbol that is used in the design industry to give a more personal touch. Lettermarks can be an individual's name or initials that are cleverly designed and incorporated into a company's logo.

Cool Colours

Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.

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