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The marriage of content and design

The marriage of ...

Bringing writers and designers into the process earlier leads to better creative. It used to be all too common for creative groups to have a “throw it over the wall” mentality, where designers and writers were brought in during separate stages of a project. There was little interaction between the two, and neither understood where the other was coming from, which often led to miscommunication and a lot of revisions.

Today, with brands communicating across an endless array of marketing channels, it’s critical for these two disciplines to work together. Their partnership provides many benefits:

  • Keeping brands fresh. The best brands are always evolving. If designers and writers work in a vacuum, it’s easy for brands to become stagnant. Together, they continue to discover ways to breathe new life into the brand.
  • Succinctly conveying key messages. Marketers have just an instant to capture a prospective client’s attention in today's crowded marketplace. As brands produce huge volumes of content for print materials, websites, social media channels, mobile apps, and more, it’s increasingly important for designers and writers to work together to “visually” tell a story.
  • Sparking the imagination. Sure, the word collaboration is completely overused, but it's true that the best creative ideas often result from collaborating with other creatives. It’s fantastic when creative minds have a chance to brainstorm together and throw out challenges to one another. What results will be completely unexpected! Like a designer unexpectedly coming up with the perfect ad headline or a writer helping bring their words to life through images.
  • Keeping projects on track. By nature, writers and designers each focus on different elements of a creative project. When they’re involved in the creative process early on, they can each bring a distinct perspective that helps identify potential opportunities (and roadblocks), often saving time and money in the process. Clear communication between them will also reduce the amount of revisions required because each thought something different was most important.
  • Appreciating each other’s position. When they work alone, it’s easy for a writer and a designer to develop an adversarial relationship. The writer frets over limited space to write a SEO-optimized headline, or the designer struggles to make a copy-heavy brochure look appealing. When they’re working in sync, they rethink their own assumptions and together find a way to create the best experience for the audience.

Ultimately, writers and designers work better as a team. So no matter what your role is within your own creative team, be an advocate for the union of content and design. Then we can all live happily ever after.

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