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This morning while working on a design I went to grab some ‘dummy text’ also known in our industry as Lorem Ipsum from our trusted friends Lorem Ipsum is described on their site as ‘…simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.’

We use “Lorem ipsum” text in our designs as a placeholder – as a replacement for readable content. It’s written in a similar way to English, in terms of the length of words and sentences – and in a way, it mimics the way real English text looks. This way, clients can pay attention to the design to begin without being distracted by repetitive sentences or meaningful text. From this we can give clients the correct word counts to stick to. They can then follow the word count guides and provide “real” copy after.