Design and copy rely on each other to create engaging content. Together, words and visuals tell a stronger story and deliver meaning in a way that individually they cannot. While writing skills vary, a copywriter can write in a concise yet compelling way tailored to the audience through detached perspective gained from experience in different industries and sectors. Their editing can help refine one's own writing and make it more shareable. Copywriters also have skills in search engine optimization to help content be discoverable online.

1. …don’t make these two
creatures live alone.
Design and Copy
need each other…

2. Design and copy are two creatures that need to
live together in order to create the most engaging
content … put at its simplest – words and pictures.
Together they make a whole. They deliver meaning.
They evoke an emotion. Here’s why they make the
best of companions and why the best copywriting
and design should always live together.

3. 01
Together they’re stronger and more engaging
Design without words is often just something pretty for aesthetics
sake. Words without design and graphic content, can obviously be
read (in the context of a book for example), but integral graphics
help bring the copy content alive.
Think of a blog post for instance that is simply a page
of text. Then imagine the same blog post including
an infographic – which will be more engaging to
read and share?

4. 02
But everyone can write … right?
Well … to a lesser or greater extent, yes. However, writing can be quite a
personal thing. If you’re too attached to your copy, you can often write it
too long, or too complicated and industry-specific, filled with jargon for
instance. A good copywriter can certainly write industry-specific copy,
you can find one who has experience in your sector.
The advantage is that they will be able to detach themselves
from the ‘personal’ danger of verbal diarrhoea and concentrate
fully on the subject in hand. Using their skills they will also
make it as concise as possible, without leaving out important
content, but making sure it’s not War and Peace. Also, some
people simply can’t write that well. Stick to your talents –
if you’re not confident in what you’re writing, this will
come across in the content, so get a professional in.

5. 03
A halfway house sanity check
If either budget or the control freak in you means you’d still rather
write copy content for your business yourself, then why not use a
good copywriter to sanity check your writing? A copywriter can do
an edit and read-through, checking for the obvious spelling
and grammar, as well as editing to make a sprawling ten
pages much more manageable for your audience.

6. 04
Not just in it for the long copy
Think of all the great memorable ad
campaigns, either in print or on television.
The most memorable advertising headlines
and brand tag lines will all have been
sweated over by talented copywriters
before they made it to your ears and eyes.
Even if you’re not currently commissioning
national ad campaigns or brand strap lines,
think about headlines for your web pages,
blog posts or email newsletters.

7. 05
The conceptual copy creature
As well as writing for headlines and strap
lines a good conceptual copywriter can look
at concepts for internal communications
such as brand mission, vision and brand
values. These, in conjunction with some
beautiful design from can lead to some
stunning content that can be shared with
your clients or customers as well as
internally with your staff.

8. 06
Writing for that other beast – the web
You’ll also find that many copywriters nowadays
have strong SEO (Search Engine Optimisation) skills.
They can write copy that is both relevant to your business
and will also rank well with online search engines.
This is particularly important for blog posts and
even more so for the main pages of your website.
There’s no point writing online content if it’s
difficult for people to discover.

9. 07
And the copywriter’s viewpoint?
I asked one of my trusted copywriters, Sammy Castillo,
from Castillo Copy, what her take on it was from a
copywriters perspective …
“Like good design, great copywriting is a craft. It’s not
something you can just turn your hand to because your
boss says, “you’re good at English”. The ability to produce
great copy develops over time. Don’t get me wrong,
being a grammar guru helps, but the skill of a great
copywriter is in the details: it’s interrogating the brief;
getting inside the heads of the target audience; knowing
everything about the product/service; the media; and
developing a story that distils the marketing patter to
deliver the message simply, clearly and concisely.
In short, great copywriting is about thinking first,
writing last, and being economical with words.”

10. So next time you’re writing your own blog
post, press release, or content for printed
material, have a good think about the copy
from the audience perspective.
Is it worth having it sanity checked by a copywriter?
Would the copy come alive even more with some
design content? Design and copy love to work
together, so why not give them the opportunity?
Intelligent design for startups, small to medium
businesses and community enterprises. Helping you
stay front of mind with your clients and customers.
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