Art, Meet Copy: A Copywriting Primer for Designers

Понравилась презентация – покажи это...

Слайд 0


Слайд 1

Chapter 1 How art met copy.

Слайд 2

In the early days.

Слайд 3

Writers led the creative process.

Слайд 4

They came up with the headline, the idea, the strategy.

Слайд 5

And passed it onto the Art Director, who would bring it to life with sketches and storyboards.

Слайд 6

To be pitched to the client by a Creative Director.

Слайд 7

Who typically came from a copywriting background.

Слайд 8

The creative revolution.

Слайд 9

Everything changed in the 1960’s.

Слайд 10

Bill Bernbach and 11 former Grey employees formed Doyle Dane Bernbach in 1949. By the 1960’s, they were leading the charge in a whole new way of working.

Слайд 11

Art Directors were coming up with headlines, Copywriters were thinking visually, and they were paired from the very beginning as a team–not as a successive process that started with copy and ended with design as a silo.

Слайд 12

Many agencies followed this path, some of which are still among the largest in the world.

Слайд 13

Producing some of the most iconic work of the past century.

Слайд 14

Since then, the classic Copywriter/Art Director team has proven time and time again to produce arresting, interesting work–proving that there are few benefits to working in silos.

Слайд 15

Chapter 2 So, what does a copywriter do?

Слайд 16

They simply write the content that gets plugged into design, right?

Слайд 17


Слайд 18

A good copywriter plays a key role in much more than filling in content.

Слайд 19

They ensure the work is on-brand, on-message.

Слайд 20

They’re an integral part of the UX process, ensuring that the interface communicates clearly and translates intuitively.

Слайд 21

They’re active in brainstorms: coming up with big ideas, the tactics that drive them, and they help articulate the team’s ideas into succinct, punchy write-ups.

Слайд 22

And can sell that idea to a client.

Слайд 23

They help ensure you never have that awkward moment with a client where a typo ruins everyone’s day (or the account).

Слайд 24

Lastly, there’s an art to copy. It’s a direct connection to the audience.

Слайд 25

It can evoke humor, sadness, curiosity.

Слайд 26

And it can sell.

Слайд 27

“Present your case in terms of the reader’s self interest.” DAVID OGLIVY

Слайд 28

Chapter 3 Forging the partnership.

Слайд 29

How can you utilize copywriters on your project?

Слайд 30

1. Partner in UX/IA development.

Слайд 31

2. Create content, headlines, hooks.

Слайд 32

3. Articulate ideas & concepts as write-ups.

Слайд 33

4. Editorial/social calendar.

Слайд 34

5. Script and outline storyboards.

Слайд 35

6. Deck writing & content marketing.

Слайд 36

7. Partner in search optimization.

Слайд 37

8. Proof, proof, proof.

Слайд 38

Слайд 39

Слайд 40

Слайд 41

Слайд 42

Слайд 43

Chapter 4 Some tips.

Слайд 44

1. Involve a copywriter early, establish the partnership.

Слайд 45

2. Get an extra set of eyes on everything.

Слайд 46

3. Lorem ipsum and block type alone says nothing.

Слайд 47

4. Be descriptive in wireframes & comps.

Слайд 48

5. A clear brief and communication is key.

Слайд 49

6. Never stop 

Слайд 50

“The more you know about it, the more likely you are to come up with an idea for selling it.” DAVID OGLIVY

Слайд 51

Chapter 5 Be a better writer.

Слайд 52

A lot of the writing process is like this.

Слайд 53

Слайд 54

“I never get used to the fact, most of the time it looks like you’re doing nothing.” Roger Sterling on Don Draper

Слайд 55

“Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret.” DAVID OGLIVY

Слайд 56

“Just think about it, deeply, then forget it. And an idea will just jump up in your face.” Don Draper to Peggy Olson, Aspiring Writer

Слайд 57

Anyone can become a better writer.

Слайд 58


Слайд 59

Online resources.

Слайд 60

The best way to learn? By osmosis.

Слайд 61

A great copywriter is able to take on many voices, place themselves in the vantage point of the audience, and influence that audience with words and ideas.

Слайд 62

No matter your background or title, we’re all creatives.

Слайд 63

“Only a Sith deals in absolutes.”

Слайд 64

Thanks for reading. Now it’s time to create your next great story. - @rkurfehs Learn more about us:

Слайд 65