WHITE PAPER
A bland, if not, pretentious way to label or refer to an authoritative report.
WHITE SPACE
What Advertising Agencies would be without diversity. Also it’s the unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.
WIP
Work In Progress
WIREFRAME / WIREFRAMING
A layout or visual outline with design and copy placeholder
WORD OF MOUTH
How things used to go viral before the internet. A friend telling someone they know.