by Steve Kellas
As a copywriter, I have had the privilege of working with some of the most talented art directors and designers around the globe. What every one of the them has told me when we begin working together is how happy they are to have a copywriter working with them on the designs and creative direction.
No one likes working in a vacuum and designers are no different. Your designer needs a partner to help them find the best ideas. But that’s not the only reason why you should put a copywriter in touch with your designer right from the start of a project.
Why your designer needs a copywriting partner:
Copywriters make design more efficient
By working on the design and copy together, your designer will be able to work more efficiently, because there won’t be a back and forth of copy revisions or ideas that completely change the direction.
She will be able to layout the designs with the correct words in place, trusting that the length and style of the headings, subheadings, buttons and other page elements will work within the design.
This streamlined working relationship actually saves clients money, because there are fewer costly design revisions due to copy overrunning or changing a design direction down the line.
For the copywriter, this process is more efficient and satisfying too. Working with the designer during the design helps the copywriter understand the creative approach and craft the copy to reflect this direction in the tone of the writing. When good copy and good design work together, the results are magical.
Designers see shapes, not words
Designers – the really good ones – see in shapes when they are creating a website design or brochure layout. They rarely read the words they are placing, so you need someone on your team who has an eye for words right from the start.
It’s too easy to miss obvious errors when all you focus on are the way the words look. And why should you rely on a designer to spell check the words anyway? That’s not what they’re good at. Their talent is in shapes, colours, patterns, and seeing what the rest of us overlook.
Copywriting after design make Jack dull b…
Stuck with a design that forces your ideas into a small space? It makes the writing process more difficult, and sometimes the results aren’t as expected. Truncated snippets and random ellipses start appearing.
Take your typical blog. Where your designer created a layout based on shape and his or her own guess at what the copy might be about, you will find that some of your headlines and summary lengths don’t allow you to express what you need to.
When your designer works with a copywriter from the start, they can work out together how long titles and snippets should be and the copywriter can then set guidelines for you (and your team) to follow once the design is online.
There are a hundred more reasons why your designer needs a copywriting partner, but you’ll need to ask them.