The idea could be a word. Or it could be a graphic feature. Either way, it is the concept that writer and designers all have to work hard at to reinforce. The result is always better communication. There is far greater clarity for audiences about what they’re being told.
There’s a writing event going on that we’re sure is intended not only for writers but for anyone who uses words in business. Oh, so an incredibly large proportion of us then, and if we don’t use words in business…