incut

An incut is a typographic or design element, typically a photograph, illustration, or block of text, that sits in a reserved void space within the running text of a page rather than in the margin or at the page edge. The surrounding body copy wraps around it, creating a visual anchor that breaks up long columns of type and guides the reader's eye through the layout.

In traditional offset and letterpress work, incuts required careful measurement and planning at the makeup stage. The compositor would leave a rectangular or shaped gap in the text setting, and the image or alternate copy would be mounted or locked into that space at its actual size. Digital layout software has made this far simpler: the designer specifies the incut dimensions and text flow behavior, and the page makeup application automatically reflows copy around the shape. Most programs allow the incut to float independently or be anchored to a specific line of text.

Common variants and uses

Incuts appear in newspapers, magazines, and technical publications where dense text needs visual relief. A product photograph in a sales brochure, a callout box in a manual, or a pull quote in an article are all common forms. The space around the incut is usually generous enough that the eye can clearly distinguish it from body copy, though sometimes a thin rule or colored background reinforces the boundary.

The term distinguishes this technique from sidebars, which sit outside the text column entirely, and from run-in text, which flows continuously with no interruption. In web design, incuts translate loosely to floated images or text boxes within article flows, though the web environment offers less precise control over final positioning.

The name reflects the historical reality: the compositor would cut or inset a space inward from the text flow, rather than placing matter in the outer margin or at a break in the column. Misspaced incuts can break line length awkwardly or trap insufficient white space, making them look cramped. Careful copyediting and proof reading are essential to ensure the text flows logically around the insertion and that no words are orphaned or awkwardly split at the boundary.