In the modern workplace, it's easy for projects to become siloed. Poor communication, strict departmental boundaries, and a focus on short-term results can lead to a loss of vision and lackluster results.
Let's take the creation of visual assets.
Often, the process goes something like this: The marketing manager builds a campaign plan and sends a brief to a copywriter, who drafts copy, then submits a request to design, who sends the finished products back to the marketing manager for approval.
The copywriter and designer don't communicate with each other at all, with the marketing or project manager as the go-between.
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 deliver the right message.
Conversely, an ad with excellent copy but dull or mismatched design can completely fail to catch your eye in the first place. To create truly powerful design, visuals and words must be informed by each other.
Let's look at how to align your writing, art and design.
Creating design based on copy
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 our experience, 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 the case, you need to really absorb the text. Take off your designer hat the first time you read the copy, and process it. Get a feel for not only the content, but also the voice, tone and style.
Next, think more about how the design will 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 will 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 and more original.
Always make sure the header copy and design are in alignment. For many 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 whether the design you've come up with pairs well with the copy, ask for examples of past work or a copy of the brand book.
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 this situation, writers will need to dig deep into the "why" of the design in order to come up with the perfect copy.
Before approaching the designer, do some research on your own. You can look at a brand book or examples of previous work, as well as the company website and social media accounts. Review 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 the 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.
Once you've got a solid grasp of the brand, you'll have the knowledge 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 help determine the voice, tone and style you should use in the copy.
The easiest way to ensure writing and design are on the same page?
Partner up from the very beginning.
If you're able, set up a joint brainstorming 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.
This will lead to a happier, more confident team, and the best possible results.
In conclusion
You probably don't excel at writing 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.