Image & Copy

Don't be funny. Be interesting

Image & Copy

• Image and copy go hand in hand
• In advertising, copy is just as important as the visual design
• In advertising, a designer is often paired with a copy writer to concept and brainstorm ideas
• Creative directors are often copy writers

Be Visual

• People don't read long forms of text unless their reading an article or a book
• It's better to have a highly visual ad that communicates the message and the copy supports that message
• Visuals work fast, they communicate across barriers and can often be more impactful

Brainstorming visuals

• Explore.
  • What does your product look like upside down, on fire, in feathers or wrapped in chrome? Try to pair it with it's exact opposite
• Be Different
  • Avoid common used imagery. This will change depending on what is being advertised. Do market research to see what's being over used.
• Show, Don't Tell
  • ​Try using imagery show show a benefit of a product
• Don't make it look like an ad
• Think in metaphors

The ordinary is expected and boring. 

Where do i get my visuals From?

• Do NOT take them straight from a google image search
  • Use usage rights filter
• Take your own photos/Draw your own illustrations
• Have a friend take photos or draw illustrations 
• Use royalty free images from stock photo sites
  • istockphoto.com
  • unspalsh.com
  • stockvalut.com
  • bigstockphoto.com
• If it's NOT your photo/illustration, you must give credit to the person who did it

What to watch out for

• Resolution - make sure it's high enough for print
• Color - test print it
• Size- is it large enough so you don't have to scale it up?
• Type- Tiffs are best for print but jpegs are also okay. Stay away from gifs

copy

Don't treat copy like a second class citizen. It will create a weak ad.

Remember: Some of the most celebrated Creative Directors started off as copy writers

Writing headlines

• Avoid puns. They're over used and not funny..at all
• Explore different attributes and benefits of the product
• Like thumbnail sketching, write a bunch of headlines and pick the best one.  Write at least 50-100
• Save the punchline for last
• Never use fake names
• Let the visual take the lead if it's doing the heavy lifting
• If using just a headline, it better be a darn good one. In other words, you almost always want a visual to accompany a headline
• Avoid common headlines
• Don't use model numbers, dimensions or anything tech about the product in the headline

Body Copy

• Write well. Use proper grammar and punctuation. Check spelling and read it out loud to yourself
• Write like you talk. Don't over do it with fancy or made up words
• Write like you would talk if you were the brand. How does Apple write?
• Don't ramble. Get to the point...quickly
• Reflect the concept of the ad
• Provide detail
• Use short paragraphs and bullet points

5 Rules of effective speach writing

From Winston Churchill

1. Begin strongly

2. Have one theme

3. Use simple language

4. Leave a picture in the listener's mind

5. End dramatically