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Design for Writers

This guide explores the vital relationship between copywriting and design, emphasizing that writers must also embrace design principles to enhance their messaging. Learn how to effectively marry words with visuals through strategic layouts that capture audience attention. Key concepts include proximity, alignment, balance, and unity—all essential for creating visually compelling ads. With practical tips on typography, color choices, and layout patterns, this resource empowers writers to articulate ideas better and improve their portfolios by understanding the art of design in advertising.

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Design for Writers

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Presentation Transcript

  1. Design for Writers Advertising Strategy (Alstiel and Grow) (Also incorporated slides from Kleppner’s Ad Procedures)

  2. Writers need to be designers too • You must learn how to put your concepts into visually interesting layouts. Copy does not exist in a vacuum. You need to marry copy to design within an interesting (does not mean perfect) layout

  3. Why must copywriters understand design • Words and visuals do not exist in isolation • The creative should engage the audience visually and verbally • Design helps express the big idea and sell the product • Portfolios are important; presentation matters • Multiple skills increase your value • Knowledge=power, articulate ideas to clients

  4. Basic design principles • Proximity • Alignment • Balance • Unity

  5. PROXIMITY • Visuals are images that support copy • Visual flow = how readers’ eyes follow layout • How will you group elements in layout? (copy, type size, space, visuals)

  6. ALIGNMENT • Expresses what is rhetorically important • Each element should have a visual connection to another element • Nothing should hang alone, be placed arbitrarily, organize elements on page • Prioritize elements, strong visual flow

  7. BALANCE and CONTRAST • Symmetrical layout can be calming and, for certain products, the perfect choice. • But often, its also boring • Asymmetry brings contrast, creates visual interest and hooks the reader • Contrast achieved through size, type, weight, color, texture, and space

  8. BALANCE and CONTRAST • Mirroring: reflect opposite weight, shape, or size in another part of your layout • White space/ negative space: More than just unused portion of layout - more than just a background. Eyes need a rest.

  9. UNITY • When a layout is unified, all elements form a visually cohesive whole. Achieve unity with repetition, harmony, coherence. • Do this with shape, color, type, line, placement, creates thematic quality • Image dominant or type dominant layout? • Carry visual concept throughout the ad

  10. How to Develop Better Layouts • See it: Keep a file, collect ads you like. Great resource. Trigger fresh ideas • Say it: Why you like ads you’ve selected. What makes them sing? Which design principles are strongest. What made them stand out? Articulate. • Sketch it: Scribble something, try alternatives, when happy, turn to computer

  11. Typography • Serif: has little tails at ends of strokes. Tend to make type appear more flowing, easier to read • Sans serif: tends to be more stiff or edgy, perhaps bit more dramatic • Weight: light, regular, medium bold • Size: Does matter!

  12. Brand image of a Chevy truck? • LIKE A ROCK • Like a Rock

  13. Guidelines … • Use only original type. • Remember that as a buyer of a type package you only license the usage rights. • Computer artists need a running list of both screen fonts and printer fonts. • Avoid type smaller than 6 points.

  14. Color • Human eye more comfortable with warm colors • Complementary and contrasting colors work to visually enhance your strategy • Does color support the brand • What’s your justification for color choice?

  15. Color considerations • Culture • Age • Class • Gender • Trends

  16. Layout Basics • Top-to-down layout • Z or backward S layout • Upper left to lower right layout

  17. Layout patterns • Grids: geometric patterns • Columns: vertical grids • Chaotic/ Circus/ field-of-tension

  18. Building your Layout • Edges: • Blocks and shapes: • Copy as graphic:

  19. The Design Process • Selecting your visuals: (people, not things; babies, puppies and kittens, men and women think differently) • More visual, less copy: • Illustration versus photography: when? Dramatic effect, parody famous art • Finding your visuals: Stock photos

  20. Putting It All Together • Conceptual Considerations: • Does your layout convey the big idea? • Did you design with audience in mind? • Did you prioritize elements? • Do visuals and headlines work together? • Overall, does design catch reader’s eye?

  21. Putting It All Together • Layout Considerations: • Did you consider alternatives? • Did you consider 4 design principles • Did you use white space effectively? • Does layout have pleasing/ logical flow? • Did you choose display type to match tone of ad? • Is body copy inviting to read - right size/ proportion? • Did you honor margins - allow enough space around critical elements? • Did you keep it simple?

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