“Dammit, Jim! I’m a designer, not a copywriter!” A lesson for designers on writing and tips for working effectively with content professionals @fortydesign #AIGAAZ
Transcript
“Dammit, Jim! I’m a designer, not a copywriter!” A lesson for designers on writing and tips for working effectively with content professionals
@fortydesign #AIGAAZ
That’s me, in the back there!
@rebekahcancino
“Just design it. We’ll flow the content in later.”
- A client
User experience isn’t just visual design.
Design is about communication.
Delight
Comfort
Efficiency
Intuitiveness Functionality
Design Goals
Working with copywriters
Where to start
Writing on your own
Take a look inside
Align business goals with user needs
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Business goals
User needs
GOLD
What is the business trying to accomplish? What do they need?
Understanding
Who are you writing for? What do they need?
Empathy
Thinking
Feeling Doing
Working with copywriters
Where to start
Writing on your own
Writing on your own
Design principles and best practices
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Design principles
Delight
Comfort
Efficiency
Intuitiveness Functionality
Design Goals
KATE KIEFER LEE, MAIL CHIMP
How might the reader be feeling? How do we want them to feel instead? What is the goal of the message? How will we accomplish that?
Ask questions
Voice & Tone
Delight
Comfort
Efficiency
Intuitiveness Functionality
Design Goals
The voice of your writing reflects the brand personality and should stay consistent
Voice
“Don’t play what’s there; play what’s not there.” - Miles Davis
“The notes I handle no better than many pianists. But the pauses between the notes—ah, that is
where the art resides.” - Artur Schnabel
vs.
What are 3-4 characteristics you’d use to describe your brand’s personality?
The tone of your writing will vary based on situations and goals