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Bridging the Gap
Transcript of Bridging the Gap
THE WRITTEN MESSAGE
THE CREATIVE PROCESS
A METHOD OF CREATIVE PROBLEM SOLVING
THE ACT OF WRITING TEXT TO MARKET A PRODUCT OR IDEA
TEXT USED TO CONVEY SPECIFIC MESSAGES, IDEAS OR OPINIONS
A MESSAGE THAT IS CLEAR AND CAPTIVATING
CONVEYS A COMPLEX IDEA SIMPLY AND COHERENTLY
"design suggestions such as
make the text pop or jazz it up"
"not meeting copy deadlines in time
to incorporate the text into a design"
"expecting designer to present concepts when decisions have not been made on messaging, length or tone"
"delivering content that strays from core messages"
"needing completed and final copy for a project before the design can begin"
"designers who don't bother
to understand project goals"
"dismissal of the time it takes to find the right words"
"not factoring in agreed-upon
"designers who don't read the copy"
"getting content that resembles a novel
when there's space for a 1/4 page ad"
How many copywriters does it
take to change a light bulb?
CHANGE?! I'm not changing a word!
How many graphic designers does it
take to change a light bulb?
Does it have to be a lightbulb?
“It is an incredibly hard story to tell, and a hard one to read, but...the design helped to convey the proper tone
to tell this story in an honest and open way.”
“The quality and variety of visual data is startling. Information is vibrantly displayed. … They took a serious and consequential message and made it sing.”
WHAT'S THE PROBLEM?
WHAT'S THE BOTTOM LINE?
Copywriters vs. Art Directors Split-Screen Graphics: Caio Pena, Henrique Parada and Letícia Hanower
Adams, Daniel. “What is Copywriting and How is it Important for a Designer?” Instant Shift. 14 Feb. 2011. Web.
Balkind, Dylan. “Copywriter and Designer, sitting in a tree…”. Three-Cents. 13 Oct. 2011. Web.
Busse, Mark. “I Am Not A Graphic Designer.” Industrial Brand, Where Ideas Work. 2 March 2007. Web.
Eyer, Amanda & Zier, Emily. “Faceoff: Designers vs. Copywriters”. At Large Inc. 10 Aug. 2011. Web.
Hill, Mark. “Copywriters vs Graphic Designers.” Bad Speler. Good Writer. 14 June 2012. Web.
Landesberg, Rick & Holston, Dave. “2012 Judges Choice.” Designer Magazine. Dec. 2012 13-15. Print.
Oakes, Susan. “Avoid a Disaster Get Your Copywriter and Designer Together.” M4B Marketing. 21 Sept. 2012. Web. 11 Aug. 2010
Riley, Wells. “Startups, this is how design works.” Startups, This Is How Design Works, 2013. Web.
Sanders, Rachel. “When Designers and Copywriters Work Together, The User Wins.” Creately. 12 Nov. 2012. Web.
Michael Bartolotta, email@example.com
Megan Morrow, firstname.lastname@example.org
Keys to Good
LOS ANGELES COMMUNITY COLLEGES
Director of Online Communications
Georgia Tech University
- Rick Landesberg
WHAT'S THE SOLUTION?
consider the whole project
creative people are problem solvers
create a project schedule
bring the team together
cultivate a creative environment
creativity takes time
don't judge too quickly
LAW SCHOOL ADMISSION COUNCIL
KEYS TO GOOD DESIGN & COPY
COMMON FRUSTRATIONS & DISCONNECTS
SOLUTIONS & SUGGESTIONS
PROJECT MANAGER'S ROLE
write copy with
copy with a call to
copy that makes a
copy that conveys