In the modern workplace, it’s easy for projects to become siloed. Take the creation of visual assets, for example. Often, the process goes something like this: a marketing manager builds out a campaign plan and sends a brief to a copywriter, who drafts copy for the required assets then submits a request to design, who sends the finished products back to the marketing manager for approval. Copy and design team members each know their role and stay in their lane. This is especially common now, with so many teams remotely distributed due to COVID-19. And while that might seem efficient, it doesn’t mean it’s effective.
Copy and design may be two separate elements, but they work best in tandem. An ad with stunning visuals might grab your attention, but without strong complementary copy, it won’t drive home the right message. Conversely, an ad with great copy but lackluster or mismatched design could completely fail to catch your eye in the first place. To create truly powerful design, visuals and words must be informed by each other.
The easiest way to ensure this is usually to partner from the very beginning. Whenever you’re able, set up a joint brainstorm session between the writer and the designer so you can chat about the context behind the asset (brand identity, target audience, goals, etc.) as well as share ideas and discuss how those concepts could manifest in both copy and design.
Creating Design Based on Copy
Of course, it’s not always possible for writers and designers to sync before a project, particularly if you’re dealing with tight deadlines, busy schedules or coordinating between an in-house team and an external one — in fact, it’s not unusual for designers working at an agency to receive a brief from the client with the copy already finalized.
If that's your case, you’ll need to really absorb the text. Take off your designer hat the first time you read the copy, and just process it. Get a feel for not only the content, but also the voice, tone and style. After you’ve sat with that for a while, think more about how design would factor into it. Edgy, in-your-face copy, for example, might go best with a grittier design. You can also try scanning the copy for words, metaphors or concepts that would lend themselves well to design.
Let’s say the phrase “bringing the team together” appears. The visual representation doesn’t have to (and probably shouldn’t) be as literal as a group of smiling employees in a circle — a more abstract depiction, like a graphic pattern where shapes approach each other, will feel fresher. If you do go with this theme, though, make sure the header copy and design are in alignment. For a lot of people, this is the only text they actually read — so even if “bringing the team together” shows up three times in the last paragraph, the analogy will be lost on them.
If you’re still unsure about whether the design you’ve come up with pairs well with the copy, you can also reference materials like the brand book, if there is one, or examples of past work. Does the style you’ve envisioned line up with what you’re seeing? If not, it might be time to go back to the drawing board. A good designer doesn’t just go with their own style — they try to match and level up the brand’s.
Creating Copy Based on Design
Other times, a copywriter might receive an asset with an approved visual style but unpolished or placeholder text. In that situation, writers will need to dig deep into the “why” of the design in order to come up with the right copy. Before approaching the designer, though, do some research on your own. You can look at a brand book or examples of previous work, like I mentioned above, as well as the company website or social media accounts — anything that will help you understand how they talk about themselves, who their target audience is and what their brand stands for.
Think about the context of the asset as well. Certain mediums, like social media or banner ads, might require more casual language than others, like white papers or brochures. The goal of the asset will affect copy, too. The copy for a banner ad aiming to drive sign-ups for a free trial should read more persuasively than one aiming to raise brand awareness, for example.
Once you’ve got a solid grasp on the brand, you’ll be knowledgeable enough to have a valuable conversation with the designer. Instead of relying on them to catch you up on the brand basics, you can go into deeper topics, like why they chose the design they did. Odds are, it’s not just because it looks pretty — there’s almost always a concept behind the imagery. Asking the designer what words they would use to describe the visual brand can also be helpful in determining the voice, tone and style you should use in the copy.
You probably don’t excel at creating both copy and design in equal measures, but that’s okay — it doesn’t mean you can’t create great work. While the best design usually has both strong, cohesive copy and visuals, they rarely come from just one person. As long as you take the time to understand, appreciate and complement your counterpart’s expertise, you’ll be well on your way to success.
Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.