Say “graphic design” and most people will think of shapes and colors and photos. And rightly so. But the text (otherwise known as copy) in an ad is also a design element.
In addition to keeping the copy “short and sweet,” it needs to be well-written. And not just so it makes for a good read, but because the words will often suggest the visual elements.
Not everyone is a graphic designer, and not everyone is a copywriter. Some of us can do both. I have a background in creative writing and I’ve worked with some excellent copywriters, so I’m usually willing to help out with writing or editing. But I know plenty of designers who steer clear of the writing. They do great work, but the copy needs to be handled by someone else.
So you may want to consider using a good copywriter. Just like when working with a graphic designer, the copywriter will need to know about your business and your audience. And he or she will help you focus your message.
In addition to getting visual ideas from the copy, designers will find the best typeface and colors for the text, and will shape the lines so that they have a flow that enhances their readability. That’s how the words become an element of the design.
The Walk-away: The right words are important to design. A clever headline and some tight, well-written copy are as valuable to a graphic designer as a perfect photo. Memorable graphics will get a reader’s attention. Make sure the words will stick with them.