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Lorem Ipsum: usage

Lorem ipsum is a pseudo-Latin text used in web design, typography, layout, and
printing in place of English to emphasise design elements over content. It's also
called placeholder (or filler) text. It's a convenient tool for mock-ups. It helps to
outline the visual elements of a document or presentation, eg typography, font, or
layout. Lorem ipsum is mostly a part of a Latin text by the classical author and
philosopher Cicero. Its words and letters have been changed by addition or
removal, so to deliberately render its content nonsensical; it's not genuine, correct,
or comprehensible Latin anymore. While lorem ipsum's still resembles classical
Latin, it actually has no meaning whatsoever. As Cicero's text doesn't contain the
letters K, W, or Z, alien to latin, these, and others are often inserted randomly to
mimic the typographic appearence of European languages, as are digraphs not to
be found in the original.

In a professional context it often happens that private or corporate clients corder a

publication to be made and presented with the actual content still not being ready.
Think of a news blog that's filled with content hourly on the day of going live.
However, reviewers tend to be distracted by comprehensible content, say, a
random text copied from a newspaper or the internet. The are likely to focus on the
text, disregarding the layout and its elements. Besides, random text risks to be
unintendedly humorous or offensive, an unacceptable risk in corporate
environments. Lorem ipsum and its many variants have been employed since the
early 1960ies, and quite likely since the sixteenth century.

Lorem Ipsum: common examples

Most of its text is made up from sections 1.10.32–3 of Cicero's De finibus bonorum
et malorum (On the Boundaries of Goods and Evils; finibus may also be translated
as purposes). Neque porro quisquam est qui dolorem ipsum quia dolor sit amet,
consectetur, adipisci velit is the first known version ("Neither is there anyone
who loves grief itself since it is grief and thus wants to obtain it"). It was found by
Richard McClintock, a philologist, director of publications at Hampden-Sydney
College in Virginia; he searched for citings of consectetur in classical Latin
literature, a term of remarkably low frequency in that literary corpus.

Cicero famously orated against his political opponent Lucius Sergius Catilina.
Occasionally the first Oration against Catiline is taken for type specimens: Quo
usque tandem abutere, Catilina, patientia nostra? Quam diu etiam furor iste tuus
nos eludet? (How long, O Catiline, will you abuse our patience? And for how long
will that madness of yours mock us?)

Cicero's version of Liber Primus (first Book), sections 1.10.32–3 (fragments

included in most Lorem Ipsum variants in red):

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[ng] velit, sed quia
non numquam [do] eius modi tempora inci[di]dunt, 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: translation

The Latin scholar H. Rackham translated the above in 1914:

But I must explain to you how all this mistaken idea of denouncing pleasure and
praising pain was born and I will give you a complete account of the system, and
expound the actual teachings of the great explorer of the truth, the master-builder
of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it
is pleasure, but because those who do not know how to pursue pleasure rationally
encounter consequences that are extremely painful. Nor again is there anyone
who loves or pursues or desires to obtain pain of itself, because it is pain,
butoccasionally circumstances occur in which toil and pain can procure him some
great pleasure. To take a trivial example, which of us ever undertakes laborious
physical exercise, except to obtain some advantage from it? But who has any right
to find fault with a man who chooses to enjoy a pleasure that has no annoying
consequences, or one who avoids a pain that produces no resultant pleasure?

On the other hand, we denounce with righteous indignation and dislike men who
are so beguiled and demoralized by the charms of pleasure of the moment,
so blinded by desire, that they cannot foresee the pain and trouble that are bound
to ensue; and equal blame belongs to those who fail in their duty through
weakness of will, which is the same as saying through shrinking from toil and pain.
These cases are perfectly simple and easy to distinguish. In a free hour, when our
power of choice is untrammelled and when nothing prevents our being able to do
what we like best, every pleasure is to be welcomed and every pain avoided. But in
certain circumstances and owing to the claims of duty or the obligations of
business it will frequently occur that pleasures have to be repudiated and
annoyances accepted. The wise man therefore always holds in these matters to
this principle of selection: he rejects pleasures to secure other greater pleasures,
or else he endures pains to avoid worse pains.

Lorem Ipsum: variants and technical information

In 1985 Aldus Corporation launched its first desktop publishing program Aldus
PageMaker for Apple Macintosh computers, released in 1987 for PCs running
Windows 1.0. Both contained the variant lorem ipsum most common today. Laura
Perry, then art director with Aldus, modified prior versions of Lorem Ipsum text
from typographical specimens; in the 1960s and 1970s it appeared often in
lettering catalogs by Letraset. Anecdotal evidence has it that Letraset used Lorem
ipsum already from 1970 onwards, eg. for grids (page layouts) for ad agencies.
 Many early desktop publishing programs, eg. Adobe PageMaker, used it to create
template.

Most text editors like MS Word or Lotus Notes generate random lorem text when
needed, either as pre-installed module or plug-in to be added. Word selection or
sequence don't necessarily match the original, which is intended to add variety.
Presentation software like Keynote or Pages use it as a samples for screenplay
layout. Content management software as Joomla, Drupal, Mambo, PHP-Nuke,
WordPress, or Movable Type offer Lorem Ipsumplug-ins with the same
functionality.

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Korean: 국민경제의 발전을 위한 중요정책의 수립에 관하여 대통령의 자문에 응하

기 위하여 국민경제자문회의를 둘 수 있다. Greek: Λορεμ ιπσθμ δολορ σιτ αμετ, μει
ιδ νοvθμ φαβελλασ πετεντιθμ vελ νε, ατ νισλ σονετ οπορτερε εθμ. Αλιι δοcτθσ μει
ιδ, νο αθτεμ αθδιρε ιντερεσσετ μελ, δοcενδι cομμθνε οπορτεατ τε cθμ. Japanese
Lorem Ipsum: 旅ロ京青利セムレ弱改フヨス波府かばぼ意送でぼ調掲察たス日西
重ケアナ住橋ユムミク順待ふかんぼ人奨貯鏡すびそ。

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Russian Lorem Ipsum: Лорем ипсум долор сит амет, пер цлита поссит ех, ат
мунере фабулас петентиум сит. Иус цу цибо саперет сцрипсерит, нец виси
муциус лабитур ид. Ет хис нонумес нолуиссе дигниссим. Chinese Lorem
Ipsum: 側経意責家方家閉討店暖育田庁載社転線宇。得君新術治温抗添代話考振投
員殴大闘北裁。品間識部案代学凰処済準世一戸刻法分。悼測済諏計飯利安凶断理
資沢同岩面文認革。内警格化再薬方久化体教御決数詭芸得筆代。 Indian Lorem
Ipsum: पढाए हिंदी रहारुप अनुवाद कार्यलय मुख्य संस्था सोफ़तवेर निरपेक्ष उनका आपके बाटते
आशाआपस मुख्यतह उशकी करता। शुरुआत संस्था कुशलता में भटृ अनुवाद गएआप विशेष सकते
परिभाषित लाभान्वित प्रति दे कर समजते दिशामे प्राप्त जैसे वर्णन संस्थान निर्माता प्रव्रति
ु भाति
चन
ु ने उपलब्ध बेंगलूर अर्थपुर्ण Armeninian Lorem Ipsum: լոռեմ իպսում դոլոռ սիթ
ամեթ, լաբոռե մոդեռաթիուս եթ հաս, պեռ ոմնիս լաթինե դիսպութաթիոնի աթ,
վիս ֆեուգաիթ ծիվիբուս եխ. վիվենդում լաբոռամուս ելաբոռառեթ նամ ին.

Arab Lorem Ipsum:  ‫ الثقيلة‬،‫ هو العالم‬,،‫ وباءت األمريكي األوربيين هو به‬.‫غينيا واستمر العصبة ضرب قد‬
‫ انه كل وإقامة المواد‬.‫ قد بحق أسابيع العظمى واعتالء‬,‫ مع وايرلندا األوروبيّون كان‬.‫بال‬. Hebrew Lorem
Ipsum:  ,‫ אתה דת שונה כלשהו‬.‫ דת דפים מאמרשיחהצפה זאת‬,‫כדי יסוד מונחים מועמדים של‬
‫ אל אינו כלכלה‬,‫ ויש בקלות ואמנות אירועים או‬.‫ או ניווט פולנית לחיבור ארץ‬,‫גם אחר ליום בשפות‬
‫שתי‬.

Lorem Ipsum: when, and when not to use itDo you like Cheese Whiz? Spray tan?
Fake eyelashes? That's what is Lorem Ipsum to many—it rubs them the wrong way,
all the way. It's unreal, uncanny, makes you wonder if something is wrong, it seems
to seek your attention for all the wrong reasons. Usually, we prefer the real thing,
wine without sulfur based preservatives, real butter, not margarine, and so we'd like
our layouts and designs to be filled with real words, with thoughts that count,
information that has value.

The toppings you may chose for that TV dinner pizza slice when you forgot to shop
for foods, the paint you may slap on your face to impress the new boss is your
business. But what about your daily bread? Design comps, layouts, wireframes—
will your clients accept that you go about things the facile way? Authorities in our
business will tell in no uncertain terms that Lorem Ipsum is that huge, huge no no
to forswear forever. Not so fast, I'd say, there are some redeeming factors in favor
of greeking text, as its use is merely the symptom of a worse problem to take into
consideration.

You begin with a text, you sculpt information, you chisel away what's not needed,
you come to the point, make things clear, add value, you're a content person, you
like words. Design is no afterthought, far from it, but it comes in a deserved
second. Anyway, you still use Lorem Ipsum and rightly so, as it will always have a
place in the web workers toolbox, as things happen, not always the way you like it,
not always in the preferred order. Even if your less into design and more into
content strategy you may find some redeeming value with, wait for it, dummy copy,
no less.

Consider this: You made all the required mock ups for commissioned layout, got all
the approvals, built a tested code base or had them built, you decided on a content
management system, got a license for it or adapted open source software for your
client's needs. Then the question arises: where's the content? Not there yet?
That's not so bad, there's dummy copy to the rescue. But worse, what if the fish
doesn't fit in the can, the foot's to big for the boot? Or to small? To short sentences,
to many headings, images too large for the proposed design, or too small, or they
fit in but it looks iffy for reasons the folks in the meeting can't quite tell right now,
but they're unhappy, somehow. A client that's unhappy for a reason is a problem, a
client that's unhappy though he or her can't quite put a finger on it is worse.

But. A big but: Lorem Ipsum is not t the root of the problem, it just shows what's
going wrong. Chances are there wasn't collaboration, communication, and
checkpoints, there wasn't a process agreed upon or specified with the granularity
required. It's content strategy gone awry right from the start. Forswearing the use
of Lorem Ipsum wouldn't have helped, won't help now. It's like saying you're a bad
designer, use less bold text, don't use italics in every other paragraph. True
enough, but that's not all that it takes to get things back on track.

So Lorem Ipsum is bad (not necessarily)

There's lot of hate out there for a text that amounts to little more than garbled
words in an old language. The villagers are out there with a vengeance to get that
Frankenstein, wielding torches and pitchforks, wanting to tar and feather it at the
least, running it out of town in shame.

One of the villagers, Kristina Halvorson from Adaptive Path, holds steadfastly to
the notion that design can’t be tested without real content:
I’ve heard the argument that “lorem ipsum” is effective in wireframing or design
because it helps people focus on the actual layout, or color scheme, or whatever.
What kills me here is that we’re talking about creating a user experience that will
(whether we like it or not) be DRIVEN by words. The entire structure of the page or
app flow is FOR THE WORDS.

If that's what you think how bout the other way around? How can you evaluate
content without design? No typography, no colors, no layout, no styles, all those
things that convey the important signals that go beyond the mere textual,
hierarchies of information, weight, emphasis, oblique stresses, priorities, all those
subtle cues that also have visual and emotional appeal to the reader. Rigid
proponents of content strategy may shun the use of dummy copy but then
designers might want to ask them to provide style sheets with the copy decks they
supply that are in tune with the design direction they require.

Or else, an alternative route: set checkpoints, networks, processes, junctions

between content and layout. Depending on the state of affairs it may be fine to
concentrate either on design or content, reversing gears when needed.

Or maybe not. How about this: build in appropriate intersections and checkpoints
between design and content. Accept that it’s sometimes okay to focus just on the
content or just on the design.

Luke Wroblewski, currently a Product Director at Google, holds that fake data can
break down in real life:

Using dummy content or fake information in the Web design process can result in
products with unrealistic assumptions and potentially serious design flaws. A
seemingly elegant design can quickly begin to bloat with unexpected content or
break under the weight of actual activity. Fake data can ensure a nice looking layout
but it doesn’t reflect what a living, breathing application must endure. Real data does.

Websites in professional use templating systems. Commercial publishing platforms

and content management systems ensure that you can show different text,
different data using the same template. When it's about controlling hundreds of
articles, product pages for web shops, or user profiles in social networks, all of
them potentially with different sizes, formats, rules for differing elements things can
break, designs agreed upon can have unintended consequences and look much
different than expected.

This is quite a problem to solve, but just doing without greeking text won't fix it.
Using test items of real content and data in designs will help, but there's no
guarantee that every oddity will be found and corrected. Do you want to be sure?
Then a prototype or beta site with real content published from the real CMS is
needed—but you’re not going that far until you go through an initial design cycle.

Lorem Ipsum actually is usefull in the design stage as it focuses our attention on
places where the content is a dynamic block coming from the CMS (unlike static
content elements that will always stay the same.) Blocks of Lorem Ipsum with a
character count range provide a obvious reminder to check and re-check that the
design and the content model match up.
 Kyle Fiedler from the Design Informer feels that distracting copy is your fault:

If the copy becomes distracting in the design then you are doing something wrong or
they are discussing copy changes. It might be a bit annoying but you could tell them
that that discussion would be best suited for another time. At worst the discussion is
at least working towards the final goal of your site where questions about lorem
ipsum don’t.

Summing up, if the copy is diverting attention from the design it’s because
it’s not up to task.

Typographers of yore didn't come up with the concept of dummy copy because
people thought that content is inconsequential window dressing, only there to be
used by designers who can’t be bothered to read. Lorem Ipsum is needed because
words matter, a lot. Just fill up a page with draft copy about the client’s business
and they will actually read it and comment on it. They will be drawn to it, fiercely.
Do it the wrong way and draft copy can derail your design review.

Asking the client to pay no attention Lorem Ipsum isn't hard as it doesn’t make
sense in the first place, that will limit any initial interest soon enough. Try telling a
client to ignore draft copy however, and you're up to something you can't win.
Whenever draft copy comes up in a meeting confused questions about it ensue.

Summing up, really:

Lorem Ipsum is a tool that can be useful, used intentionally it may help solve some
problems. If you go about content strategy the wrong way, fix that problem.