“Dammit, Jim! I’m a designer, not a copywriter!”

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A lesson on writing for designers at the AIGA AZ December 2013 ¡Luncha Learne!

Published in: Technology, Business, Education

“Dammit, Jim! I’m a designer, not a copywriter!”

  1. 1. “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
  2. 2. That’s me, in the back there! @rebekahcancino
  3. 3. “Just design it. We’ll flow the content in later.” - A client
  4. 4. User experience isn’t just visual design.
  5. 5. Design is about communication.
  6. 6.   Delight Comfort Efficiency Intuitiveness     Functionality Design Goals
  7. 7. Where to start   Writing on your own   Working with copywriters  
  8. 8. Take a look inside   1 Align business goals with user needs
  9. 9. Business goals GOLD   User needs
  10. 10. Understanding   What is the business trying to accomplish? What do they need?
  11. 11. Empathy   Who are you writing for? What do they need?
  12. 12. Thinking Doing Feeling
  13. 13. Where to start   Writing on your own   Working with copywriters  
  14. 14. Writing on your own   2 Design principles and best practices
  15. 15. Design principles  
  16. 16.   Delight Comfort Efficiency Intuitiveness     Functionality Design Goals
  17. 17. Ask questions 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? KATE KIEFER LEE, MAIL CHIMP
  18. 18. Voice & Tone  
  19. 19.   Delight Comfort Efficiency Intuitiveness     Functionality Design Goals
  20. 20. Voice   The voice of your writing reflects the brand personality and should stay consistent
  21. 21. “Don’t play what’s there; play what’s not there.” - Miles Davis vs. “The notes I handle no better than many pianists. But the pauses between the notes—ah, that is where the art resides.” - Artur Schnabel
  22. 22. What are 3-4 characteristics you’d use to describe your brand’s personality?
  23. 23. Tone   The tone of your writing will vary based on situations and goals
  24. 24. “Be FUN, but professional.”
  25. 25. “We are fun…”
  26. 26. “…and professional. ”?
  27. 27. FUN? youthful silly witty playful merry lighthearted casual PROFESSIONAL? slick qualified sharp formal polite polished savvy
  28. 28. this not that
  29. 29. Universal Guidelines Be authentic Be engaging Be specific Be appropriate Be polite Be concise Be consistent Be careful via @mulegirl
  30. 30. “Writing influences perception and understanding. Writing shapes the experience.” - @nicoleslaw
  31. 31. Working with copywriters   3 3 We’re better together
  32. 32. Get strategic  
  33. 33. R-E-S-P-E-C-T   Give visual and verbal design equal priority
  34. 34. Consider content types  
  35. 35. Use message hierarchy to inform visual design
  36. 36. When possible, plan site architecture and wireframes collaboratively.
  37. 37. “Just try. You’ll improve. Keep going. Enjoy it.” - Frank Chimero
  38. 38. THANKS   Questions? Comments? Tweet @rebekahcancino or @fortydesign

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