Design tips from a copywriter

I’ll be the first person to tell you that I’m no designer. I have neither the training nor innate ability to create layouts that command attention, engage and deliver impact. So why would you take design tips from me? Well, because I’m not a designer. Let me explain.

As a copywriter, I bring a different perspective to design. It’s less about form and more about function. It may sound obvious that the design should support the message, but you’d be surprised how often design actually gets in the way. To avoid the most common mistakes, follow these tips.

Make sure the copy is easy to read.

White type on a colored background may look great and get people’s attention, but it’s hard on the eyes. With the exception of a headline or short callout in large type, this treatment is a surefire way to decrease readership and response. Consider this example from Ogilvy On Advertising:

Similar things can be said about the gray type that seems to be in vogue on the web these days. If the type doesn’t contrast enough with the background, the message gets lost. It’s like having a salesman Jerry Seinfeld would refer to as a “low talker.”

Other hard-to-read devises that should be used sparingly or avoided all together include ALL CAPITAL LETTERS, tiny type and crazy fonts.

Make sure the design tracks well.

Advertising and marketing copy isn’t as linear as editorial or literature. It’s the design’s job to guide prospects through the desired message hierarchy. That requires assigning a visual priority. Again, that sounds like common sense, but anyone who’s been in this business for any length of time can remember a case where the client wanted everything to stand out, which instead creates a jumbled mess where nothing stands out.

Use images that support the message.

It’s easy to understand why gratuitous photos are so often used. The prevailing thought is that some sort of image is needed to add interest. But interest in the ad is not the goal. Interest in the message is. If the graphics don’t convey that message they distract, or worse, confuse the reader. The best visuals work with the copy to reinforce or demonstrate what you’re trying to communicate.

Based on the the image, you'd think this was an ad for the circus, not a service to reduce your mortgage.

Those are my design tips. Please feel free to add your own in the comments section.