The view from here

Discover why advertising has a little “Greek” in it.

By Genna Matson in Direct Marketing on April 1st, 2016

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.


“Lorem ipsum” is probably a lot older than you think it is. It was first used in the 16th century when an unknown printer muddled a couple of paragraphs of Cicero’s De Finibus Bonorum et Malorum (or On the Border Between Good and Evil, which dates back to 45 BC!) for a typeset sample book. It was later made popular in the 1960s when used by Letraset for typeface transfer sheets. And we’ve been using it for placeholder copy ever since.

But why would we need copy placeholder, you ask? Because if you insert recognizable sample copy then people will spend time scrutinizing the copy instead of looking at the font sections for the piece, be it direct mail, email or a website. During the comp or QA process marketers want you paying attention to the layout and overall aesthetics rather than actually reading. So, lorem ipsum is a solution for an age old problem.

Today, lorem ipsum generators can be found to suit any personality or interest, from  Cupcake Ipsum to Bacon Ipsum,  Zombie Ipsum to Samuel L. Ipsum, Cat Ipsum to Cheese Ipsum, and my personal favorite Pirate Ipsum. If you’re a fan of anything, there’s lorem ipsum out there for you — HODOR!