Microcopy

The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.

More terms you might want to know

Pica

A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.

PSD File

A digital file created in Adobe's illustration and photo manipulation software Photoshop. PSD files are used to edit images, create graphics, art, icons, images, among a plethora of other things.

System Font

A type of font that comes pre-installed in an operating system.

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.

Triadic Colours

A triad is a group of three colours that are equally spaced on the colour wheel.

Mood board

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

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.

DPI

The print resolution of a printer. It's a measure of how many dots per inch can be printed on paper. Higher DPI means more detail and smoother transitions between colours.

Layout

Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.

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.

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