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“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
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That’s me, in the back there!
@rebekahcancino
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“Just design it. We’ll flow the content in later.”
- A client
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User experience isn’t just visual design.
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Design is about communication.
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Delight
Comfort
Efficiency
Intuitiveness Functionality
Design Goals
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Working with copywriters
Where to start
Writing on your own
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Take a look inside
Align business goals with user needs
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Business goals
User needs
GOLD
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What is the business trying to accomplish? What do they need?
Understanding
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Who are you writing for? What do they need?
Empathy
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Thinking
Feeling Doing
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Working with copywriters
Where to start
Writing on your own
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Writing on your own
Design principles and best practices
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Design principles
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Delight
Comfort
Efficiency
Intuitiveness Functionality
Design Goals
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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
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Delight
Comfort
Efficiency
Intuitiveness Functionality
Design Goals
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The voice of your writing reflects the brand personality and should stay consistent
Voice
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“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.
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What are 3-4 characteristics you’d use to describe your brand’s personality?
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The tone of your writing will vary based on situations and goals
Tone
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“Be FUN, but professional.”
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“…and professional. ”?
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FUN? PROFESSIONAL? youthful silly witty playful merry lighthearted casual
slick qualified
sharp formal
polite polished
savvy
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Universal Guidelines
Be authentic Be engaging Be specific Be appropriate
Be polite Be concise Be consistent Be careful
via @mulegirl
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“Writing influences perception and understanding. Writing shapes the experience.”
- @nicoleslaw
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Working with copywriters
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We’re better together
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Give visual and verbal design equal priority
R-E-S-P-E-C-T
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Consider content types
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Use message hierarchy to inform visual design
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When possible, plan site architecture and wireframes collaboratively.
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“Just try. You’ll improve. Keep going. Enjoy it.”
- Frank Chimero
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THANKS
Questions? Comments? Tweet @rebekahcancino or @fortydesign