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Bridging the Gap

Between the Written Message and the Creative Process
by

Megan Morrow

on 16 September 2013

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Transcript of Bridging the Gap

Bridging
the Gap
Between
THE WRITTEN MESSAGE
&
THE CREATIVE PROCESS
Q:
WHAT IS
GRAPHIC DESIGN?

A METHOD OF CREATIVE PROBLEM SOLVING
Q:
WHAT IS
COPYWRITING?

THE ACT OF WRITING TEXT TO MARKET A PRODUCT OR IDEA
TEXT USED TO CONVEY SPECIFIC MESSAGES, IDEAS OR OPINIONS
WHAT IS
GOOD DESIGN?

A MESSAGE THAT IS CLEAR AND CAPTIVATING
WHAT IS
GOOD COPY?

CONVEYS A COMPLEX IDEA SIMPLY AND COHERENTLY
PRESENCE
BALANCED
EMPHASIS
RELEVANCE
SIMPLICITY
ATTENTION-GRABBING
IDENTITY
ACTION
CONNECTION
SIMPLICITY
common frustrations
"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
copy requirements"
"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?
DESIGNER
WRITER
WHAT'S THE BOTTOM LINE?
References:

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, mdbartolotta@wm.edu
Megan Morrow, mmmorrow@wm.edu
Keys to Good
Design
&
Copy
IBM
DIGITS
LOS ANGELES COMMUNITY COLLEGES
CURTIN UNIVERSITY
-Dave Holston
Director of Online Communications
Georgia Tech University
- Rick Landesberg
Principal
Landesberg Design
WHAT'S THE SOLUTION?
consider the whole project
creative people are problem solvers
create a project schedule
bring the team together
track progress
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
PLAYERS INVOLVED
CLARITY
COLLABORATION
COMPROMISE
design with
design
design with
design with
copy
write copy with
copy with a call to
copy that makes a
design with
copy that conveys
Full transcript